ASICS Invites The World To ‘Feel The Uplift’ In New ‘Celebration Of Sport’ Collection Campaign

Launched on 17 August, a fully integrated ASICS campaign called ‘Feel The Uplift’ promoted the sportswear brand’s latest ‘Celebration Of Sport’ collection.

Created by agency Chisel and shot across three major global cities, the initiative is built upon the universal camaraderie of sport and aims to ‘uplift minds through the power of sport’ and this campaign brings the objective to life by identifying the shareability of post-exercise uplifting moments.

The hero film and vignettes runs across TV and online platforms and spans the streets London, Sydney and Tokyo to link together connected stories about positive movement from around the globe with a visual concept that includes explosive confetti-inspired celebrations showcasing how sport and movement makes us feel and how it connects us.

The film work is supported by dynamic short-form social vignettes, print, and out-of-home executions, as well as integrated in-store activations across hero locations focused on the three named cities.

The seasonal product campaign promotes a ‘Celebration of Sport’ collection which is available across all regions globally.

The campaign was created for the ASICS Performance Running global marketing team led by Masaki Sekine and Sam Chew by a group at agency Chisel which included General Manager Isabelle Seeto, Creative Directors Zak Kaczmarek and Pat Sidoti and Senior Art Director Mike Witcombe, with production handled by Milkmoney where the team included Managing Director Matt Taylor, Director Ethan Mclean, Head Of Production Carrie Williams and Senior Producer Emma Whitehouse.