Bringing running back to what matters, a campaign that shifts the focus of running from statistics and personal bests to running for the body and mind.

Asics is the grandfather of running. With the tagline “Sound body, sound mind”, they were founded with the goal to nurture and bring people together through sport. With brands such as Nike, Adidas, Hoka and Newbalance constantly pushing their audiences to achieve the next goal,  Asics holds a unique place within the running shoe market. Just stepping out the door is a win. We changed the focus from having the best equipment to just the shoes. Going ‘back to basics’. To achieve this we created both a campaign and a basics product range. Asics Japanese heritage was important to consider, and later inspired the minimalist, high quality packaging. For those who already run with smart watches, we created “Caught you looking” stickers that can be applied to the face of a smart watch in order to disconnect from the stats.

Making Asics achieve a first choice status and cultural relevance among the younger generation.

We interpreted the Asics brandmark as an inward emotion that is spontaneously brought out within the movement of the swoosh. Asics is at the forefront of this campaign. By bringing people together since 1949, we used the mark to frame key moments that add a unique sense of movement and emotion. This is what makes Asics truly unique. We used slightly witty copy in order to connect with gen z, this positions Asics as a partner, not an instructor.

We used Baskerville to lean into gen-z’s nostalgia obsession. It notably pins Asics as friendly, yet refined.

“The miracle isn’t that I finished. The miracle is that I had the courage to start.”

~ John Bingham,

American marathon runner and author