ASICS is 'Engineered for Everyday' in Campaign from Likefriends

Amsterdam based creative agency Likefriends has developed the new ASICS Sports Style campaign ‘Engineered for Everyday’. The campaign runs across markets globally, featuring six core products that all share GEL technology within their DNA, using the component in new and expressive ways.

ASICS GEL technology is a central element to the history and future of the brand, and ‘Engineered for Everyday’ exhibits this. The campaign showcases the scientific elements ASICS apply to the creation of their products, playfully testing the footwear and the wearers in a stylised lab setting, putting each model through their paces in every day scenarios.

Participants use VR to simulate running for a bus, are challenged to push start a car and dance in a bass-heavy club simulator. These scenarios highlight how ASICS has combined elements of its performance technology to give users comfort and cushioning to create new models containing GEL technology that are ‘Engineered for Everyday’.

“With this campaign Likefriends continues to prove their understanding of our unique mix of Heritage and Innovation. The creative campaign tied to Engineered for Everyday highlights how our technology can be beneficial to everyone in everyday situations, whether you are a marathon runner or late for your train,” said Billy Fischer, global sportstyle marketing manager at ASICS.

The Engineered for Everyday campaign features six core products; the GEL-QUANTUM 180 5, GEL-NANDI 360, GEL-QUANTUM INFINITY JIN, GEL-QUANTUM 360 5, GEL-QUANTUM 90 2 and the GEL-QUANTUM INFINITY 2 models. The campaign is currently live on social media, www.asics.com 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 2020.