ASICS Brand Launch

Global campaign launch for ASICS JYUNI

Japanese sports brand ASICS asked us to create a striking global campaign to launch their new, premium sports-fashion range: ASICS JYUNI.

By their very nature, the Japanese are a detail-oriented culture, so it was only right we focused heavily on the details and paid respect to their culture wherever possible in our answer to the brief.


From Kenzo to Issey Miyake and Comme des Garcons, Japan has a strong heritage in the fashion design space. With ASICS’ big ambitions to shift brand perception into unexplored spaces and reach new audiences, we needed to get under the skin of the country's culture in order to break the brand’s conventional rulebook in a meaningful way.

The Result

Minimalist, zen-like and strikingly still. A bold and sophisticated first foray into the fashion category for the brand, and a global campaign that marked their debut with stylish authority. Activated all the way from through to the physical stores, our campaign amassed 30 million impressions.

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Aside from the campaign, we also designed a shop-in-shop system, making prominent use of traditional Japanese joining and dovetailing techniques, which the team observed during a workshop in Japan.