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
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Dj KL Jay na Batida
What we did
key visual / art direction / social media
What happens when you bring awesome design and people together in the same place? The Japanese brand Asics, in partnership with the music collective Metanol, promoted an exclusive event at Tokyo SP to launch its global campaign What The GEL. The visual identity was created based on the graphic elements of the main technologies launched by Asics Tiger and was present in all environments. The party featured street art rooms and exhibitions of the main collabs curated by SneakerBR.
What the Gel
ASICS Tiger
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.
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