Asics METASPEED: Hakone Ekiden
Long distance running is a sport dominated by the big personalities and flashy executions of Nike. To counter this and position the Asics METASPEED 2 as a legitimate rival, we took the complete opposite approach. We aligned the launch of the shoe with the Hakone Ekiden, Japan’s premier, amateur, long-distance relay event. In this social campaign we paired the concept of personal bests with team success in a reserved tone that matched the driving factor of these elite amateurs.
Role: Creative Director
Video
Social
Site
Playbook
We created the campaign concept, identity and assets but Asics’s Japanese agency implemented the pieces.
Along with campaign elements, we delivered a playbook that let them to translate and adjust assets accordingly in order to run the campaign.
We created the campaign concept, identity and assets but Asics’s Japanese agency implemented the pieces.
Along with campaign elements, we delivered a playbook that let them to translate and adjust assets accordingly in order to run the campaign.
