Research. Inspiration. Ideation. Execution.
With the introduction of a new shoe, Roadhawk FF, ASICS’ goal was to target a younger audience. With the global tagline “Feel Fast”, the creative had to show speed while speaking to the target demographic. The execution began with art direction of a photo shoot featuring ASICS track athlete Candace Hill. I wanted to use her as the face of this campaign because she represents the youth perfectly and holds the title as the fastest female high school athlete of all time. After designing all elements of the campaign, I wanted to show that she was truly out of this world.
As an ASICS elite athlete, the budding star is such a positive ambassador for the brand. Already a 2020 Olympic prospect, it’s important that ASICS builds awareness around her. The digital campaign was executed with an introduction to Candace through email, social media, and the asics.com homepage.
In recent years, ASICS has started using athletes to endorse products. In art directing athlete photo shoots, I have been able to conceptualize around the photos. A digital campaign to promote the Fuzex Rush shoe was requested to tie in with a summer color story. I felt it fitting to incorporate ASICS athlete Heather Kampf. The elegance captured in her running motion complimented the concept.
As a follow-up to the athlete digital campaign, ASICS featured sprinter and long jump champion, Jarrion Lawson. I felt it fitting since he was coming off the heels of his Silver Medal performance in the 2017 World Games.
ASICS track athletes compete throughout the year as well as make appearances at special events. These are perfect opportunities to make connections. Signing posters allow the athletes to interact with their fans and give back inspiration. I wanted to display the beauty of the athletes while showing off the power they possess.
Regional campaigns must be produced for ASICS retail partners when they have special needs to promote product launches. In this case, I directed a portion of a regional highlight shoot on the rooftop of the location for the launch of the Gel-Nimbus 19.
To promote the signature wrestling shoe launch of ASICS athlete Adeline Gray, I created a digital campaign for the 3X world Champion and Olympian. The campaign included concept, studio photography direction, and final execution.
To promote the official ASICS tennis athlete apparel during the U.S. Open, my art direction was utilized in a studio photo shoot that consisted of styling apparel laydowns for men and women.
To celebrate the 40th anniversary of Fleet Feet Sports, ASICS released a limited collaboration of the newly released Dynaflyte running shoe. To promote the release I directed the studio photography as well as concept and final creative execution to be used through ASICS and Fleet Feet marketing channels.