Asics has launched a new apparel range that pushes the lifestyle aesthetic with functional materials, taking notes from its Japanese heritage. The result is Asics Jyuni Black and White Collection.
As lead creative agency, Green Room was tasked to create a global campaign that celebrates the progressive design of the collection and its ethos, driving awareness, raising perception of Asics' apparel and increasing consideration to purchase. The cutting edge fabrics, style, craftsmanship and innovation from Japan inspired a minimalist, Zen-like aesthetic that conceived a theme around empowering the individual against the constraints of time.
Reflecting traditional Japanese craftsmanship techniques, a series of images were captured by Green Room to project the stillness and confidence of the range in a strikingly simple way. Details, proportions and premium materials were then used to develop the campaign touch points across the retail journey including online, content generation and in-store.
Stephanie High, Global Product Marketing Manager, Asics
Paul Silcox, Creative Director, Green Room
Mike Patist, Senior 2D designer, Green Room
Mayoo van Wissen, Client Services Director, Green Room
Gary Houlder, Photographer, Gary Houlder Limited
Mick de Lint, Film director, Mick de Lint