We want our consumers to look past our running heritage and consider the HyperGEL-SAITM and HyperGEL-KANTM as suitable shoes for both their lifestyle and athletic endeavors. We want this campaign to encourage and inspire movement as a form of self expression. We do this by positioning movement and body control as the key to unlocking a more self aware and mindful life.

Products: HyperGEL-SAITM and HyperGEL-KANTM and Apparel Collection

Launch Date: September 2018

Markets: North America Focus, Global Extensions

Campaign Goals:  
  • Drive sales of the HyperGEL-SAITM and HyperGEL-KANTM
  • Drive sales of key head-to-toe look apparel items
  • Build awareness of Easy Run / Training product offering amongst target audience

  • Key Visuals
  • Retail Visuals
  • Videos (Commercial + Tech)
  • Site Banners
  • E-Mail
  • Social

Campaign Video
30 secs

Tech Video
Role: Super Designs

Key Visuals
Digital + Print

HyperGel at BEATX Studio launch   + HyperGEL  Performance Footwear Launch at Celebrity Fitness + Asics Relay Marathon
Photo Credits: Asics Singapore, Asics Malaysia, Asics Relay

Video Credits: BeatX Studio

Print: Magazine
Credits: Fineboys (Japan)

Hong Kong Tram

Retail Displays
Photo Credits: Asics Meatpacking Store (Wolfgang LLC installation), Asics Jakarta, Asics Sydney (WDC Creative), Asics UK (Regent st)



Virtue Worldwide

Chief Creative Officer:
Cameron Farrelly

Group Creative Directorr:
Trent Rhoner

Creative Director:
Don Kim

Art Director
Mary Grace Moseley

Andrew Spada

Jenn Flores

Juliana Oniel

Danilo Hess

Director of Photography:
Santiago Gonzales

Lobster Eye
©Jenn Flores 2024 — All rights reserved.