ASICS’ First Global Brand Campaign

Client

ASICS Corporation

Objective

Develop a cohesive brand campaign that could work globally while allowing space for local stories.

Approach

We grounded the campaign in a simple, powerful idea:

“Show what it means when you are touched by ASICS.”

This became the strategic and creative foundation for ASICS’ first global brand push. The visual identity focused on clarity and emotion, supported by a global toolkit of adaptable assets—key visuals, copy, and layout templates—built for multiple media and regional needs.

Results

Launched ahead of the 2008 Beijing Olympics, the campaign marked a turning point for ASICS. For the first time, all regions operated from one shared story. The result: stronger global recognition and consistent messaging across channels.

Role

Creative Direction, Concept Development, Brand Toolkit
(Developed by our co-founder in a previous agency role)