ASICS
ASICS dynamic sportswear campaigns and footwear collaborations bridging movement and fashion
Featured ASICS projects
This week's top ASICS projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
ASICS · Move Me
ASICS explores the intersection of movement and urban atmosphere in its latest basketball-focused commercial, Move Me. Produced by GREATERGOOD, the film transitions from intimate, close-up details to rhythmic sequences of athleticism set against a cityscape backdrop. The project captures the intensity of nighttime play, utilizing low-key lighting and atmospheric compositions to highlight the connection between the athlete and their environment. Through live-action technique, the film channels the energy of urban sport by focusing on the mechanics of motion, from the movement of footwear to the bounce of the ball.
ASICS · Undropped Kit
ASICS explores the barriers to participation in youth athletics through the Undropped Kit campaign. Directed by Meg Wriggles, the project investigates why teenage girls frequently exit sports, focusing on the intersection of school uniforms and self-consciousness. The film utilizes a documentary-style approach, combining interviews with experts alongside candid footage and product sketches. Cinematography by Beatriz Delgado maintains an editorial aesthetic, punctuated by architectural shots and text-based headlines that track the narrative's central concerns. This live-action work was developed by the agency Gut Toronto with production by New-Land and product design by Gabriella Holmes.
Project ASICS · Speedwork
ASICS leans into the visceral rhythm of elite performance with Speedwork, a sportswear campaign that elevates the concept of athletic training into a study of pure kinetic energy. Photographer Marco Trunz captures this intensity through an experimental visual language, masterfully utilizing long exposure techniques to translate the blurring speed of a runner into a series of dynamic, abstract compositions. By pairing sharp, high-contrast silhouettes with evocative motion-blurred portraits of talent Sandra Martens, the project channels a raw, cinematic aesthetic that feels both documentary and deeply atmospheric. The creative direction eschews standard product photography, instead prioritizing the textural interplay between the vibrant red synthetic track surfaces and the moody, low-key lighting that envelops each frame. This approach captures the grit and solitude of the track, where the boundary between organic movement and artificial speed is intentionally dissolved. Through the clever use of diptychs and split-screen layouts, the photography emphasizes a sense of perpetual motion, making the viewer feel the exertion rather than just observing it. The result is an evocative piece of lifestyle fashion imagery that successfully marries the technical precision of high-performance sportswear with a sophisticated, avant-garde stylistic sensibility, proving that the most compelling action imagery often emerges from the quiet, rhythmic spaces between strides.
Project ASICS · Asics x Griff
The Asics x Griff collaboration marks a compelling intersection of performance-driven sportswear and avant-garde fashion editorial. By stripping away the clutter of traditional athletic branding, the campaign leans into a sophisticated minimalist aesthetic that prioritizes texture and geometric tension. Through the lens of photographer William Arcand, the project transforms the technical silhouette of the Asics sneaker into a sculptural object, accented by oversized, flowing silk ribbons that introduce a sense of fluid movement against rigid, light-toned plywood architecture. Fashion editor and stylist Kamran Rajput crafts a silhouette that balances the raw, dark mesh of performance tops with the lightness of structural white skirts, creating a visual dialogue between athletic grit and high-fashion sensibility. This editorial narrative is brought to life through a series of dynamic, high-speed freeze motions and natural light captures that highlight the interplay between the human form and the environment. Set designer Phoebe Shakespeare anchors the imagery in clean, tactile spaces that emphasize the interplay of grain, textile, and light. With hair by Tomi Roppongi and makeup by Michelle Dacillo, the project maintains an editorial polish that avoids traditional commercial tropes, opting instead for a deliberate, stylized focus on the footwear's unique ribbon-laced design. The result is a coherent, high-key exploration of movement that feels both grounded in athletic history and elevated through a contemporary, art-focused lens.
ASICS · Celebration of Sport
ASICS presents 'Celebration of Sport,' a commercial campaign highlighting a wide range of athletic disciplines. The film features a diverse cast of individuals across various environments, from urban cycling routes and riverfronts to scenic coastal running trails. Produced by Chisel, the project employs a live-action technique that emphasizes natural light and energetic pacing. The edit focuses on the cadence of movement and the collective experience of sport, capturing sequences of running, tennis, and cycling to convey an active, outdoor-focused narrative.
ASICS · EKIDEN PACK
ASICS highlights the collaborative spirit of traditional ekiden racing in this campaign for their Ekiden Pack collection. The spot transitions from the focused atmosphere of indoor preparation to the high-energy reality of city streets, emphasizing the relay-style teamwork inherent to the sport. Produced by Chisel, the commercial leans into a cinematic visual language. The footage pairs moody interior lighting with bright, daylight sequences, utilizing slow motion to highlight the textures of the vibrant green footwear and the rhythmic motion of relay runners passing sashes.
ASICS · I move me
ASICS explores the intersection of movement and urban atmosphere in its 'I move me' commercial project. Produced by GREATERGOOD, the film transitions from intimate, macro-focused character studies to high-energy sequences set against nocturnal backdrops. Utilizing low-key, chiaroscuro lighting and cinematic framing, the narrative moves between solitary running sessions and competitive basketball scenes. The visual execution leans into deep shadows and motion blur to anchor the project’s athletic focus within a moody, metropolitan environment.
ASICS · The desk break
ASICS presents 'The desk break,' a commercial campaign centered on a narrative shift within a formal office environment. Starring Brian Cox, the film leans into a cinematic aesthetic, utilizing a low-key chiaroscuro lighting scheme to contrast the initial dim, desaturated office setting. Produced with creative input from Golin and production by Kode UK, the project moves from a static, serious atmosphere into a dynamic sequence. The technical execution relies on precise live-action technique to capture the transition, supported by extensive post-production work across color grading and visual effects.
ASICS · SS25
ASICS presents its SS25 collection through a series of observational vignettes that transition between personal reflection and professional collaboration. The campaign leans into a cinematic aesthetic, utilizing natural light and a soft focus to ground the viewer in a mix of traditional interiors and modern, glass-walled office environments. Produced by Nakama Film with creative work from Hypebeast, the film captures a range of human movement—from solitary moments of sketching to collaborative teamwork and transit through bustling city streets. The narrative flow is supported by sound design from NxxxxxS, with post-production and VFX handled by ELMNTL.
ASICS · Mind's Best Friend
ASICS explores the connection between movement and mental clarity in 'Mind's Best Friend.' The commercial leans into cinematic visuals, capturing the spirited energy of a Samoyed navigating a rural landscape. Shot with extensive drone footage, the film utilizes natural light to contrast the expansive, snow-capped mountain backdrop with the tactile details of a rustic farm. The production was steered by Golin, with physical production led by INK and service support from Division Film, Slovenia. Post-production and VFX were managed by a collective including The Assembly Rooms, Rascal Studio, and ELMNTL, while sound design was provided by Sounds Good Audio.
ASICS · Everyday Escape
ASICS explores the intersection of movement and mindfulness in 'Everyday Escape,' a commercial campaign centered on the restorative influence of the outdoors. The film features a protagonist reflecting on personal reconnection against the backdrop of coastal cliffs, utilizing cinematic live-action techniques to build an atmosphere of quiet reflection. Captured during golden hour, the visuals lean into warm, natural light and a soft focus aesthetic. Creative development was managed by the team at Golin London, who directed the project’s focus toward the tranquility of ocean landscapes and the rhythm of the subject's narration.
ASICS · Run The Tube - #IMoveLondon - BTS
ASICS explores the intersection of urban infrastructure and physical activity in this behind-the-scenes look at the Run The Tube initiative. Developed by The Department, the campaign transforms daily London commuting routes into dynamic movement spaces. The project features runners navigating tunnels illuminated by neon circular light rings, set against graffiti-tagged architecture. These live-action sequences are interspersed with insights from brand and agency representatives, detailing the intent to foster active movement within the city environment. The production uses atmospheric lighting to bridge the gap between commercial sportswear aesthetics and urban intervention.
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