Asics: This is the Shoe by Virtue

Sneaker advertising is renowned for taking itself too seriously. Every shoe has to have a hyper-specific purpose that it lives by. The shoe for running. The shoe for walking downtown. The shoe for kickflips. The shoe that’ll make you feel like your not wearing any shoes.

Asics and Virtue, the creative agency born from Vice, are freeing the shackles that hold so many shoes back from reaching their full potential with a new campaign, 'This Is The Shoe'.

Through the ordinary, everyday and understated, Asics showcases its HyperGel-Yu as the shoe for everything. And anything. Washing your car, moving in to your new apartment, or just taking your dog to the park. You know, the kind of things regular people do with their shoes.

The campaign is championed with 60-second videos capitalizing on these mundane, day-to-day moments even further, while featuring close-up shots of the shoe. In one we see a couple struggling to carry their new couch up the staircase of their apartment building. In another, we see a woman trying to motivate her lazy dog to get up and move during their walk in the park. Each of which are underscored with the tagline, “This isn’t the shoe for something. It’s the shoe for everything.”