Less function. More feeling.

ASICS has always been a leader in tech-led sportswear design, but with this campaign we focused less on the function and more on a feeling. Featuring German film star Elyas M’Barek we created a strategic, integrated film and OOH campaign for their sportswear fashion line that got right to the core of those powerful emotions you experience when you’re in the zone.

In the zone

Elyas personified the emotions you experience pushing your limits in a workout in three films. We focused on Euphoria, determination and pain.

Stories that resonate with millions

Through a combination of his own personal brand, authentic performance, and social reach, featuring Elyas in the campaign gave us an opportunity to reach millions of new consumers.

From touch points to turnover

At the center of the activation was our sales-focused social media strategy. In combination with a powerful look-book we were able to create multiple touch-points for the campaign across Facebook and Instagram. These were then echoed in our POS activations, in-store and OOH.