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.