Asics Skycourt

Following on from the success of their collaboration on the GEL-1090™, ASICS and Above The Clouds teamed up again to launch their second project and introduce a premium iteration of the SKYCOURT™ silhouette.

Project Details

Nectar & Co

Client: Asics
Project: Skycourt x Above The Clouds
Year: 2021

Creative Direction
Film Production
Motion Design & Direction
Social Media

The first ASICS collaboration to be seen on the SKYCOURT™ the ASICS x Above The Clouds SKYCOURT™ received a vintage, squash inspired remake, with the Above The Clouds team choosing to present a delicate Australian colour palette of birch, sage and yellow, combined with soft tumbled leather, suede, exposed foam, and mesh detailing.

Inviting Nectar to manage the creative direction, film production, and communication strategy for the second time, our approach revolved around the pace and resilience of squash as a game and the environment in which it is played.

A juxtaposition of 3D renders highlighting the premium materials and details of the shoe, our film takes us on journey through the eye of players and captures the spatial qualities of a traditional, old-school squash court, along with sounds synonymous with such a fast-paced sport.

Released globally at select retailers including; Comme des Garçons, END, and Dover Street Market, the film and marketing collateral captured the attention of multiple, global media channels including Hypebeast, Highsnobiety, and Sneaker Freaker amongst others.

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