With performances by some of the major DJ's of the Brazilian scene, such as KL Jay, the combination of visual elements and music turned this launch into an ode to urban and sneakerhead culture.
In the heartbeating center of Brazil's largest metropolis, Asics brought together art, sneaker culture and, of course, top notch music for the launch of the global campaign "What The GEL". The Japanese brand's technological innovations were the starting point for the development of the visual identity: Asics' iconic gel cushioning system is the inspiration for the curves and lines of this ID.
ASICS Tiger
+
Gabriel
Ribeiro
What we did
key visual / art direction / social media
ASICS Tiger brand campaign in partnership with Gabriel Ribeiro, one of the exponents of SP urban art. The mix between urban lifestyle and art was present in a creativity workshop where the artist shared some of his creative process and knowledge to the present crowd. In addition, limited posters were created for collectors and fanatics for the sneakers culture.
Collage
ASICS Tiger
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