ASICS Tiger’s GEL series release campaigns

Below are the launch campaigns executed for the release of ASICS’ 3 new trainers.

The GEL Mai

ASICS Tiger re-releases one of their more obscure and iconic Gel-Mai from the 1990s in it’s signature OG blue and white combo. The extremely anticipated re-release inspired us to tap into the eccentric character of the shoe, creating slick deconstructed designs from the asymmetric features and highlighting the unseen logo which has since been replaced by the iconic Tiger stripes.

The GEL-DS Trainer OG

The GEL-DS Trainer was launched as a lightweight running shoe more than 2 decades ago, in 1995. Today, ASICS Tiger re-launch the model and brings the 90s street style back with it. We collaborated with models and lifestyle bloggers Dustin Hanke and Cheyenne Tulsa to bring their vibe to the OG style and together revive the classic.

The GEL Lyte Komachi Open Mesh

ASICS Tiger’s first sneaker produced specifically for women. “Komachi” is the Japanese word for beauty, and the trainer crafted from breathable mesh is a reflection of understated elegance blended with sports performance.

Client: ASICS Tiger
Date: 2016-2017
Credits: ECD: Leila El-Kayem
AD: Sarah Hegyesi
Design: Etienne Vles

Made at The Adventures Of