Introducing a new range of sports footwear and apparel with the Olympic games coming up was the ideal challenge to make a mark for ASICS.

Challenge

For the Tokyo Summer Olympics, ASICS tasked us to create an exciting visual identity and campaign for their new product range launch. It had to convey their heritage, reinforce their brand beliefs and showcase their innovation in sports footwear and apparel.

Idea

Inspired by traditional Japanese printing techniques and textured paper backgrounds, we scanned textures from the soles of each shoe, digitally re-creating them in 3D. We turned these into highly detailed red spheres as a reference to the Japanese flag and used them as backdrops for the shoes,. Using the brand's unique Sunrise Red colour and playful typography we created a sense of balance and reinforced the brand as a leading sportswear innovator while simultaneously reconnecting them with their heritage.

Results

Rolling out this campaign globally, was a resounding success across traditional and digital media, leading to heightened awareness, sales and brand perception in all markets.

METARACER™ - RUNNING SHOE

The METARACER™, with GUIDESOLE™ technology; designed to save energy and help runners to have more energy at the end of a race.

GUIDESOLE™ technology reduces muscle fatigue, propelling you forward.

For this reason the line “Feel Faster” was created with the explanatory sub-line, “Start fast. Finish faster.”

METARISE™ - VOLLEYBALL SHOE

The METARISE™, with FLYTEFOAM™ Propel technology that helps stabilise the foot setting players up for higher jumps and giving up to 2 cm higher jump.

For this reason the line “Feel Uplifted” was created with the explanatory sub-line, “Stay stable. Jump higher.”

METASPRINT™ - SPRINTING SHOE

The METASPRINT™, with DYNAWRAP™ technology, is seamless and lightweight, feeling like a second skin. It’s unique honeycomb carbon fiber outsole enhances traction and delivers explosive speed with each stride.

For this reason the line “Feel Unstoppable” was created with the explanatory sub-line, “More power. More speed.”

With our benchmark campaign visual identity system and core product messaging, external agencies created product video launches.

METARACER Product Launch video — Created by Superlarge

METARISE Product Launch video — Created by Superlarge

METASPRINT Product Launch video — Created by Superlarge