/ ASICS leverages Novak to reinforce its ‘I MOVE ME’ brand message
/ Green Room appointed to design campaign creative, global retail and wholesale toolkits
/ New GEL-RESOLUTION™ NOVAK collaboration launched at Australian Open
ASICS’ new face of tennis, Novak Djokovic, has partnered with the brand to launch their 2018 flagship shoe; GEL-RESOLUTION.
The new signature GEL-RESOLUTION™ NOVAK, developed in conjunction with the player himself and launched ahead of the recent Australian Open in Melbourne, offers consumers superior cross-court speed and stability, performance elements synonymous with Novak’s own game.
As lead creative agency of ASICS tennis, Green Room were tasked with developing the lead global campaign, asset generation and retail creative that announced the new partnership between ASICS and Novak. The creative direction was formulated on a simple yet modern interpretation of the ASICS’ ‘I MOVE ME’ global brand drive.
With emphasis on elevating both the bold design features of the shoe and the athlete, the approach takes inspiration from Novak’s exceptional movement and agility, with the complementing product placed front and centre. Green Room created key visuals that were then developed into a comprehensive marketing toolkit for all ASICS’ global stores and wholesale partners.
Paul Silcox, Creative Director, Green Room Amsterdam said:
‘The energy and profile of Novak is a perfect fit with the fresh, energetic direction of the brand. The positivity he brought to the campaign gave us the chance to really make a big impact at the start of the year for ASICS and their great new product for this years’ tour.’