/ ASICS debuts Kenzen, the first shoe from its Hypergel collection
/ To celebrate the release, ASICS have partnered with DJ Steve Aoki as the new face of the footwear range
/ Green Room appointed to design the global campaign retail toolkits
ASICS has partnered with international DJ and producer Steve Aoki for the release of their new, 2018 Hypergel-Kenzen footwear range. The hybrid sports and lifestyle range incorporates the innovative running performance of GEL, whilst combining the style of a street trainer.
Designed to be the shoe for any occasion, the range aims to ‘celebrates those who are constantly moving, always in search of inspiration – the creators who thrive on always creating, thinking and progressing.’
Aoki, known for his high-level energy on stage makes the perfect fit for the new range. Speaking of the trainers, he said: “I am excited to be the face of Hypergel. I really like the futuristic look of the shoe. Whether I am in the gym, working in the studio or performing on stage, they are always on.”
Green Room were tasked with the design and development of the global, direct-to-consumer, retail campaign toolkit, in addition to creating the bespoke, campaign launch elements which have been rolled out in flagship stores across New York, Japan, London.
Chloe Maynard, Retail Design Project Lead, Green Room Amsterdam said:
“The inspiration behind our toolkit lay in the distinctive pattern of the elongated hexagonal shape of the new Asics HyperGel technology, allowing us to create high impact and intrigue. In evolving this campaign across three flagship stores worldwide, we took the opportunity to push the design in terms of scale and customer engagement, we’re really pleased to see the New York 5th Avenue store capture such a literal translation of our design work.”