ASICS: Undropped Kit
Brand
Date
Aug 2025
Description
ASICS highlights the barriers to physical activity for young girls in this campaign, focusing on the impact of PE kit design on sport participation. The film captures female field hockey players in action, documenting the reality of team dynamics and movement on the pitch. Produced by new—land with creative support from GUT Global and Golin, the project utilises a documentary approach to examine why many girls discontinue sports during their teenage years. The visual execution relies on natural light and live-action technique to provide a candid look at the athletes.
Style
Documentary, Horizontal, Clean
Techniques
Natural light
Industries
Color
Jet Black
Pure White
Background
Sports Venue
Context
Advertising Campaign
Associated creatives
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