A joint campaign from retailer Foot Locker and sportswear brand Asics sees a new anime-inspired mini-series take viewers on a dramatic adventure to the dojo.
Dropped at the end of August, this five-part online video series, which aims to promote the shoe brand’s latest line of clothing and footwear, is based on the range’s ‘Welcome To the Dojo’ black and gold collection theme.
The series aims to celebrate the shoemaker’s Japanese heritage and roots.
The initiative was initially introduced with a teaser spot,
launched a week ahead of the series opener which begins the tale of a young samurai-in-training who’s forced to quest for his prized trainers/sneakers.
All five episodes rolled out in order over a 10 day period.
After which the full five-minute film was posted.
The series features the voices of fashion influencer Luka Sabbat in the lead role, as well as rapper Princess Nokia as his co-star companion and musician YFN Lucci as one of young samurai’s more spirited nemesis.
The films were developed in harness with BBDO New York and illustration and design studio Shotopop.
Comment:
A neat, imaginative piece of co-branded storytelling, we like the anime-inspired action sequences and the quick, breezy pace – perhaps mirroring flicking through a comic book.
Links:
Asics
https://twitter.com/ASICSeurope
https://www.youtube.com/user/ASICSvideo
https://www.facebook.com/ASICS.GB.IE
https://www.instagram.com/asicseurope/
