Case study · IDÉE × ASICS EMEA

ASICS EMEA

Selected social work

A selection of social work for ASICS EMEA, spanning running, product storytelling, sustainability and tennis. We shaped the concepts, content and copy behind four stories on one channel, each ending on the same idea: a sound mind in a sound body.

Client: ASICS EMEA
Sector: Sportswear · Running & tennis
Channel: LinkedIn
Stories: Product launchSustainabilityGlobal Running DayPartnership
Scope: ConceptsContent creationSocial mediaCopywriting

RunningGEL-KAYANO™ 30A launch experience for media and influencers. SustainabilityCarbon labelProduct emissions, printed on the box. Cultural momentGlobal Running DayNothing Feels Better, a poem to move the world. TennisASICS × BOSSA limited-edition shoe for Matteo Berrettini.

The line-up

Four stories.
One feed.

Each post takes a different side of the brand, from a shoe launch to a poem. Choose one to jump to it.

RunningThe launchGEL-KAYANO™ 30

SustainabilityThe labelCarbon footprint

CultureThe poemGlobal Running Day

TennisThe collabASICS × BOSS

ASICS EMEA95,855 followers2mo · Edited ·

To mark the launch of our most comfortable GEL-KAYANO™ 30 running shoe, we invited media and influencers to experience how ‘Running Never Felt Better.’

We know comfort is the number one consideration for runners when choosing a running shoe. And with the launch of the incredible GEL-NIMBUS™ 25 and the new GEL-KAYANO™ 30 shoes, runners can now experience a whole new level of comfort.

We are ASICS. ‘Anima Sana In Corpore Sano’, a Sound Mind in a Sound Body.

#ASICS #NothingFeelsBetter #SoundMindSoundBody #Inspire #GELKAYANO #Running #Innovation

A presenter holds a GEL-KAYANO 30 up on an open hand beside the headline ‘Running never felt better.’

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Running · Product launchLinkedIn · ASICS EMEA

The launch

GEL-KAYANO™ 30A launch experience for media and influencers

ASICS marked the launch of its most comfortable GEL-KAYANO 30 by inviting media and influencers to experience “Running Never Felt Better” for themselves.

The post leads with the product itself: the shoe held up on an open hand, the headline set in a clean panel beside it, and the caption tying it back to comfort, which the post names as runners' number one consideration when choosing a shoe.

“Running never felt better.”Post artwork headline

An audience in black ASICS tops applauds, seated on white blocks.

A presenter in a black ASICS T-shirt speaks with his hands clasped.

Close-up of a GEL-KAYANO 30 shoe stepping onto a wooden block.

A group of runners on a city street in the early morning.

Photography from the launch day, as supplied in the original selection

ASICS EMEA95,855 followers3mo ·

Our hope is to inspire others to work towards a lighter footprint for a brighter tomorrow. Just as we’ve been inspired by those making positive changes around us, like Allbirds and Oatly.

We recently introduced a new carbon footprint label to offer product emissions transparency. By doing so, we’ll enable runners to make decisions that benefit mind, body, and planet. Because to achieve a sound mind in a sound body, we need to make choices that support a sound earth.

Learn more about our GEL-KAYANO™ running shoe’s new label and how we measure the shoe’s carbon footprint through each stage of its lifecycle here: https://lnkd.in/gK3RWruz

We are ASICS. ‘Anima Sana In Corpore Sano’, a Sound Mind in a Sound Body.

#ASICS #ASICSSustainability #Sustainability #SoundMindSoundBody #carbonfootprint #inspire

An athlete in a purple ASICS top by the sea, beside the headline ‘Our new carbon footprint label.’

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Sustainability · Product storytellingLinkedIn · ASICS EMEA

The label

Carbon footprintProduct emissions, made visible on the box

ASICS introduced a carbon footprint label to give product emissions transparency, so runners can make choices that benefit mind, body and planet. The post points readers to the GEL-KAYANO running shoe's new label, and to how its carbon footprint is measured through each stage of its lifecycle.

The story runs across three pieces: the label printed on the packaging, the athlete imagery, and the post that brings them together.

“Because to achieve a sound mind in a sound body, we need to make choices that support a sound earth.”Post caption

A kraft shoe box with a printed carbon footprint label and QR code. — On pack

A runner in a green T-shirt and GEL-KAYANO shoes rests on a cliff above the sea. — Athlete imagery

A lighter footprint for a brighter tomorrow.

ASICS EMEA95,855 followers3mo · Edited ·

What if we could harness the incredible feeling of moving with ASICS and create a poem so powerful that it could move the world?

To mark Global Running Day this year, we teamed up with talented poets across Europe, including Charly Cox and Roziena Salihu, in collaboration with music producer Brian d’Souza, to create a poem to move the world.

‘Nothing Feels Better’ is inspired by the post-exercise feelings of thousands of people and composed using scientifically-proven techniques to help boost people’s moods. It’s created to get people moving for their mental wellbeing and in support of others - every stream of the poem in June will help raise funds for mental health charities.

Find out more about it and listen to the track here: https://lnkd.in/dUsWnf8x

We are ASICS. ‘Anima Sana In Corpore Sano’, a Sound Mind in a Sound Body.

#ASICS #NothingFeelsBetter #SoundMindSoundBody #poetry

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Cultural moment · Global Running DayLinkedIn · ASICS EMEA

The poem

Nothing Feels BetterA poem to move the world

To mark Global Running Day, ASICS teamed up with poets across Europe, including Charly Cox and Roziena Salihu, with music producer Brian d'Souza, to create a poem to move the world.

The poem draws on the post-exercise feelings of thousands of people and was composed to help lift moods. The post also carried the cause: every stream of the poem in June would help raise funds for mental health charities.

“What if we could harness the incredible feeling of moving with ASICS and create a poem so powerful that it could move the world?”Post caption

Nothing feels better.

The film

Watch it in full

The Nothing Feels Better film, played in place.

Play film

Matteo Berrettini smiles on a tennis court, a pair of gold ASICS tennis shoes hanging over his shoulder by their laces. — **Matteo Berrettini**Tennis · As supplied in the selection

ASICS EMEA95,855 followers3mo · Edited ·

To celebrate Matteo Berrettini’s return to the BOSS Open, we have created a limited-edition tennis shoe in collaboration with BOSS. It captures the essence of Matteo’s style, reflecting his passion for both tennis and fashion. And there are only 1,000 pairs available globally.

It’s our first tennis shoe collaboration, and what sets this exclusive release apart is the merging of the two worlds of sports and high fashion. The result is a perfect blend of style and substance to meet the needs of a world-class athlete like Matteo.

“The GEL-RESOLUTION™ 9 is the perfect tennis shoe for me, combining the stability I need and comfort that is unmatched. I’m thrilled that ASICS and BOSS have partnered up to elevate the shoe even more with a slick new design.” - Matteo Berrettini.

We’re proud of this collaboration with HUGO BOSS and for providing Matteo with the products he needs to look and perform at his best on the court.

We are ASICS. ‘Anima Sana In Corpore Sano’, a Sound Mind in a Sound Body.

#ASICS #SoundMindSoundBody #Partnership #Innovation #Tennis #BOSS

Matteo Berrettini juggles tennis balls against a green court wall beside the asics | BOSS lockup and his quote.

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Tennis · PartnershipLinkedIn · ASICS EMEA

The collab

ASICS × BOSSA limited-edition GEL-RESOLUTION™ 9 for Matteo Berrettini

To celebrate Matteo Berrettini's return to the BOSS Open, ASICS created a limited-edition tennis shoe in collaboration with BOSS: its first tennis shoe collaboration, with only 1,000 pairs available globally.

The post pairs the two marks in a single lockup and lets Matteo's own words carry the message.