Campaign Background: 

We know that comfort is the #1 consideration for runners when purchasing new running shoes, and we believe that the GEL-NIMBUS 25 is the world’s most comfortable running shoe. So, we put it to the test :  An independently conducted ‘blind test’ in partnership with the University of South Australia to create a validated claim around the superior comfort of the GEL-NIMBUS 25. Our ambition for this test is to be able to claim that the GEL-NIMBUS 25 is ‘The world’s most comfortable running shoe.’

Project Objective:

Deliver a unified campaign narrative and visual identity with a bold core concept that brings to life our ‘world's most comfortable shoe’ claim under ASICS's 2023 Nothing Feels Better platform.

Production Partners: Chisel Productions (location photography & video), Ronin Amsterdam (product technology video & key visual background)

Deliverables: 

• An impactful campaign video that tells the campaign story, integrating the new technology & testing stories as well as offering a connection to the 
• An iconic campaign key visual that visualizes the new technology of the shoe
• Visually stunning campaign photography & social videos that tell the versatility offered by the GEL-NIMBUS & its superior comfort

Launch: February 1, 2023