ASICS: Created a cultural moment for ASICS

ASICS is famous with professional athletes for its technology and functionality, but lacked emotional resonance and cultural relevance especially among younger, style-conscious consumers.

We launched “ASICS I Am” together with one of Germany’s most famous actors, Elyas M’Barek, who personified the emotions Euphoria, Pain, and Determination most associated with training. The sports-wear campaign redefined ASICS by merging cinema, culture, and performance.

• Produced three cinematic short films starring Elyas M’Barek, each embodying a core emotion of training
• Built an integrated digital and OOH ecosystem featuring ambassador stories, curated content, and product storytelling around safe, emotional training
• Extended the campaign through POS activations, lookbooks, and influencer touchpoints to directly drive sales and engagement
• Our campaign grew sales by 24% and 62% increase in customer growth