Asics: What the Gel by Berlin

Agency: Berlin
Client: Asics
Date: May 2018
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A new lifestyle campaign which celebrates ASICS’ GEL-technology, a substance which has defined ASICS since the introduction of the material in 1986. Putting a human face to the current campaign, ASICSTIGER has selected three inspirational stories from creative talents across Europe who embody the WHAT THE GEL attitude of substance. The campaign, was created by Berlin agency and gallery ‘The Adventures Of’ kicks off with the stories of three influential individuals in London, Paris and Moscow, with each story giving an insight into what makes them stay true to themselves and what gives them their substance. The influencers featuring in the campaign are:

London producer Last Japan – who is making waves in the music world with his futuristic and visionary sets. Despite being signed to a major label, he has stuck to his guns and exudes an indie spirit.

Algerian hip hop artist Ta-Ra, who credits online culture for allowing her sound to be uncompromisingly independent.

Moscow-based stylist Ildar Iksanov is at the forefront of the Russian fashion scene, working with renowned designers and iconic streetwear retailers, in what is set to be a huge year for the nation.


Berlin agency

‘The Adventures Of’

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