ASICS is not Nike nor Adidas was actually in its favor. Rather than a “heavy,” message-driven campaign, we have positioned ASICS as a brand that linked to the vast amateur and semi-professional market through emotion and humor. The message was still there, for those who delved deeper into the science and benefits of GEL technology, but the campaign did not once refer directly to the performance aspects of the shoe.

Asics Japan official SNS account: Youtube, Facebook, Line

(Preparing to launch globally)

Timeline:

- X3 5sec teasers prior to Tokyo Marathon Expo build expectation of the launch date

- Feb 25 2016 Launch date of 30sec main film in line with

opening day of the Tokyo Marathon Expo

- Maximum exposure to many core targets flying in from around the world.

JAPAN ALONE

Youtube: 300K+ in 7days

Facebook: 32K+ in 7days

LINE: 770K + Reach

2.5K + Likes

And a lot of noise we've wanted around the brand