Agency Likefriends Reveals 'The Comfort of Confidence' in Global Campaign for ASICS

Amsterdam based creative agency Likefriends has developed the new ASICS Sports Style campaign The Comfort Of Confidence. The campaign will run across markets globally, featuring the ASICS GEL-QUANTUM Collection and highlighting ASICS’ iconic GEL technology.

With The Comfort Of Confidence campaign ASICS reflects that true confidence comes from within, from being in tune with yourself and your surroundings. The creative honours the confidence to follow your own path and GEL-QUANTUM is there along every step of the way, providing comfort and style throughout the day.

“We are incredibly proud to work with such a great partner as ASICS. ASICS’ audience is incredibly active, pursuing all their interests and ambitions throughout the day. Every day. Their life is a performance in itself. The Comfort Of Confidence not only conveys the core product benefits but also connects to the state of mind of our audience,” said Stef de Jong, founder of Likefriends.

“In working with Likefriends the process and relationship has felt great from day-one, and the work is now reflective of that. Likefriends not just understands our brands cultural context, but knows how to translate this into creative that resonates,” said Krzysztof Rodziewicz, category manager lifestyle at ASICS EMEA.

“The creative campaign tied to the The Comfort Of Confidence, highlights how our technology and product progress can be utilised in everyday wear,” said Sarah Bishop, VP of marketing at ASICS North America.

The Comfort of Confidence’ campaign is currently live on social media, the ASICS website and digital as well as brick-and-mortar retail locations across the globe. Likefriends is currently working on the continuation of the campaign for the second half of 2019.