Culturally Resonant

ASICS: "Sound Mind, Sound Body" - The First Unified Global Campaign

Client: ASICS Corporation

Objective: Develop a global campaign concept that represents ASICS' core message in a way that resonates universally, marking the brand’s first-ever global initiative across diverse cultures and languages.

Concept: "Show what it means when you are touched by ASICS"—capturing the brand’s transformative effect through a universal visual narrative. The campaign was seamlessly executed across TV, POS, billboards, print, and digital platforms.

Results: The "Sound Mind, Sound Body" campaign unified ASICS' global messaging, leading to increased brand recognition, financial growth, and market expansion. By conveying a consistent and culturally resonant message, ASICS solidified its position as a leading global sportswear brand.

Role: Creative Direction & Concept Development