Our partners at ASICS had developed a Happy Chaos pack inspired by the Tokyo Harajuku district’s incomparable energy, spirit, and singularity—and were looking to bring its story to life in a way that connected with Western street style. A cross-department collaborative team came together to create and execute a campaign that channeled this unique mash-up and elevated it to top of mind awareness for sneaker culture-savvy consumers.
With a look, tone, and feel equal parts gritty, bright, and unexpected, the campaign came to life on key touchpoints socially and digitally, paving the way for a successful product launch for a one-of-a-kind collection that could only come from ASICS Tiger.
Website
Homepage Takeover (Video)
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Instagram Stories – Video Compilation
Social Posts – Video Compilation
Champs – Model + Product
Asics – Product
Asics – Apparel
Influencer – Isaiah Peck
Influencer – Jacob Starr
Influencer – Jacob Starr 2