Asics

Asics Gel Kinsei Campaign 2019

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Structured to move

Media brand Highsnobiety commissioned The Gaabs to produce and design their latest creative social campaign for sportswear giant ASICS.

01 BRIEF

The GEL–KINSEI running shoe was inspired by samurai armor, which protects the body while moving freely with it. In this shoe, a heritage upper, which evokes ASICS’ classic styling, sits atop a highly engineered
sole unit.

02 GOAL

Elemental origins, Patterns of movement Balancing GEL-KINSEI’s precise lines and technical structure we tell a story of FLUID MOTION

03 IDEA

For the re-release of the KINSEI OG, a shoe inspired by the Japanese samurai, we tell a story of Fluid Motion – Structured to Move. Inspired by the reflection of a katana sword blade, the background will play on repetition of different imagery using mirror reflections, creating visually strikingly infinite tunnels. The shoe will be featured undistorted in the foreground from diverse and interesting angles, to highlight the details of the shoe, while keeping imagery clean, crisp and undistinct.


04 SOLUTION