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ASICS GEL® technology is a central element to the history and future of the brand, and ‘ENGINEERED FOR EVERYDAY’ exhibits this. The campaign showcases the scientific elements ASICS apply to the creation of their products, playfully testing the footwear and the wearers in a stylized lab setting, putting each model through their paces in every day scenarios.
Participants use VR to simulate running for a bus, are challenged to push start a car and dance in a bass-heavy club simulator. These scenarios highlight how ASICS has combined elements of its performance technology to give users comfort and cushioning to create new models containing GEL® technology that are ‘ENGINEERED FOR EVERYDAY’.
The campaign runs across markets globally, featuring six core products that all share GEL® technology within their DNA, using the component in new and expressive ways.
TEST 02 - Foot Power
Our test subjects are challenged to pushstart a car, in an experiment testing the grip of the footwear in a lifestyle context.
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