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





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.