Japanese heritage through detail, craftsmanship and elevated functionality
The ASICS Training category have big ambitions to drive new energy around their apparel range and shift perception of the brand into a new space. The aim being to step boldly into the world of sports fashion, appealing more to the urban ‘Fitness Explorer’.
As lead creative agency, Green Room were first tasked with conceiving the overarching global campaign strategy for the training category – encompassing multiple training collections, the pinnacle of which is the JYUNI™ Collection.
A bold creative statement was needed to capture the imagination of the fashion hungry trendsetters; part of a niche, forward-thinking urban group, changing the way they feel about the brand. Maximum exposure, maximum appeal, minimalist design.
views of the film
Living and breathing inspiration at the source
Introducing ASICS JYUNI™. A premium, limited capsule Black and White collection heavily inspired by the Japanese heritage of ASICS. The name JYUNI™ represents the unique spelling of the number ‘twelve’ in Japanese, representing the structure of time and the restraints that come with it.
To succeed in our task, we needed to break conventional ASICS rules; endorsing a modern active urban lifestyle and embracing ASICS’ Japanese heritage through detail, craftsmanship and elevated functionality. How? Rather than limiting our knowledge to the research and insight in front of us, we decided to go to source, to really get under the skin of this fashion-forward culture.
Maximum exposure, maximum appeal, minimalist design.
Visiting Tokyo to fully immerse ourselves in the world of lifestyle fashion brands and Japanese minimal design, we arrived at a creative direction that was distinctly ASICS but also takes them into a new and aspirational space. Keen to validate our early approach, we applied a human filter by testing the creative direction on the streets to gauge whether it was hitting the mark.
This led to a campaign that focuses on celebrating the unique progressive design of the apparel using cutting edge fabrics, style, and innovation from Japan – the inspiration for a minimalist, zen-like, timeless visual aesthetic.
Reflecting traditional Japanese craftsmanship techniques, we captured a series of images that projected the striking stillness and confidence of the range. This approach helped to shape the campaign assets through a series of in-sport and out-of-sport studio photoshoots and movies that capture the philosophy of the ASICS brand (‘Sound Mind, Sound Body’). The creative story was quickly picked up by leading, influential cultural and fashion websites such as Highsnobiety and Hypebeast which increased reach and credibility to the target audience.
Activated across the global retail experience, from ASICS.com through to in-store, traditional Japanese techniques, details, proportions and premium materials were used to create simple but striking POS solutions that celebrate the ASICS Performance range, boldly bringing it into the world of sports-fashion.
The Facts (week 1 post launch)
million potential impressions
million impressions on #jyuni via Twitter and Instagram
visits to JYUNI™ landing page