ASICS
Brand Campaign
Revitalizing ASICS for a New Generation
ASICS invited us to pitch for their global business, competing against SidLee and Hakuhodo. Leading the pitch, we successfully won the account with a vision to redefine the brand for a new generation, focusing on young millennials and their evolving relationship with movement and wellness.
At the core of ASICS is Anima Sana In Corpore Sano—Latin for “A sound mind in a sound body”—a philosophy that has shaped the brand since its inception.
Founder Kihachiro Onitsuka believed that movement fuels both the body and the mind, a principle we modernized and reimagined through the "I MOVE ME™" campaign—a bold new expression of ASICS' heritage, designed to resonate with today's athletes and creators alike.
Below is the brand campaign we launched at the IAAF in London, marking the beginning of a new era for ASICS.
ASICS
Brand Campaign
Sole of Kobe - The Legacy of ASICS Innovation
ASICS has long been an outsider brand, known for innovating at its own pace and in its own way. While many of today’s athletic apparel and footwear advancements are seen as modern innovations, their roots can be traced back to Kobe, Japan, where Kihachiro Onitsuka laid the foundation for a performance-driven philosophy after the war.
His belief that movement fuels both body and mind became the driving force behind ASICS' relentless pursuit of excellence in sports technology, design, and human potential.
The Sole of Kobe series brings these philosophies to life, telling the untold stories behind ASICS’ innovations and their impact on monumental moments in sports, culture, and beyond. From groundbreaking footwear technology to defining performances on the world stage, this series explores how ASICS has shaped generations of athletes and continues to push the boundaries of performance and design.
Here are the first three films in the series, showcasing the enduring influence of ASICS and the spirit of Kobe on global culture.