ASICS has taken a new step by launching an apparel range that pushes the lifestyle aesthetic with functional materials, taking notes from its Japanese heritage. The result, ASICS JYUNI™, offers simple, minimalist and modern pieces in a Black and a White Collection. As lead creative agency, Birmingham, United Kingdom–based brand and design agency Green Room was tasked with creating a global campaign that celebrates the progressive design of the collection and its ethos. The cutting-edge fabrics, style, craftsmanship and innovation from Japan inspired a minimalist, Zen-like aesthetic that conceived a theme around empowering the individual against the constraints of time. To project the stillness and confidence of the range in a simple way, Green Room captured a series of images reflecting traditional Japanese craftsmanship techniques. The result, shown from online to in-store and across the retail journey, drives awareness, raises buyers’ perceptions of ASICS apparel and increases their consideration to purchase.
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