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There are runners who do laps around a park with a stopwatch, scampering after personal bests and medals. And then there are those who run simply for the joy of it. To attract this new breed of runner to ASICS and showcase the brand’s running footwear, ad agency 180 Amsterdam created print ads that capture the spirit of running through the city with friends. Williamsburg, Brooklyn, with all of its texture and grit, provided the perfect urban backdrop, and Run Dem Crew, a London-based club that has been running together for years and recently partnered with ASICS, supplied the ultimate cast of characters to hit the pavement of the city. The finishing touches came courtesy of Tyrsa, a Paris, France–based hand letterer. 180 Amsterdam bedded his energetic freestyle lettering like graffiti behind the members of Run Dem Crew as they leap, zip and zoom throughout Williamsburg. In their wake, ASICS, long a go-to brand for marathoners, finds its footing for a younger audience.

180amsterdam.com

tyrsa.fr

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