Asics
The experience of wearing a brand
Insight
Absolute comfort is hard to explain but unmistakable when felt. To show runners what the GEL-NIMBUS 28 could deliver, we created an environment that heightened sensory perception, an atmosphere that made the promise of running on clouds feel real.
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Idea
We translated the idea of “floating” into a multisensory activation in Barcelona. An ethereal atmosphere and controlled environment prepared participants for the moment that mattered: testing the product.
Execution
We brought together Frontrunners and brand ambassadors at an exclusive venue in Barcelona, transformed to evoke the feeling of the upper atmosphere.
Atmospheric design set the tone. Low-lying fog created the feeling of walking through clouds, while an aerial performance with suspended fabrics echoed the movement of air and wind.
To heighten tactile perception, we created a moment of disconnection. Guests wore blindfolds and listened to a live handpan performance, focusing their attention on a sense of calm, fluidity and anticipation.
The trial: with their senses fully primed, attendees tested the new GEL-NIMBUS 28 in a short run. The experience confirmed what the setup had suggested: the feeling of floating was real.
Content production focused on a hero video capturing the atmosphere and emotion of the event, translating the sensory experience into a story that could reach a wider digital audience.
We designed a graphic system based on geometric shapes that work like icons or signals. They adapt to different content while keeping a consistent visual logic turning abstract risk into visible action.
Asics in numbers
The Challenge