Asics GEL-1090™

Celebrating the philosophy of ASICS; ‘Sound Mind, Sound Body’, and marking the 10 year anniversary of Above The Clouds, we launched the first global collaboration to be seen on the ASICS GEL-1090™ silhouette.

Project Details

Nectar & Co

Client: Asics
Project: GEL-1090™
Year: 2020

Creative Direction
Film Production
Motion Design & Direction
Social Media

Tasked with creative direction, film production, and the communication strategy for the release, our strategy focused on the philosophy of ASICS ‘Sound Mind, Sound Body’ with creative direction taking cues from archive ASICS silhouettes and graphic design.

Presenting a subtle nod to the sophistication of ASICS performance products, the film and supporting content focused on highlighting the minimal, premium materials that formed the elevated silhouette and drew attention to the features that made this a unique, must-have release.

Sold globally at select retailers including; END, KITH, Dover Street Market and SNS, the marketing and supporting collateral was featured across thousands of digital and social channels including Hypebeast, Highsnobiety, and Sneaker Freaker amongst others.

The release sold out globally, with a resell value of over 300%.

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Nectar + Co