BRIEF

2019 is the year ASICS positions GEL-QUANTUM(TM) as a sportstyle sneaker. A performance sneaker fit for street. With the introduction of the new GEL-QUANTUM 360(TM) 5 in AW19 ASICS has raised the bar. Introducing a complete redesign of both the upper and the tooling - a revolution really. More GEL, bringing more comfort and more confidence. Create a global campaign to introduce the GEL-QUANTUM(TM) franchise to a versatile and demanding audience. 

AUDIENCE

Our target audience is incredibly active, pursuing all their interests and ambitions throughout the day. Every day. Their life is a performance in itself. With its cushioning and support, the GELTM technology provides comfort. Combined with a design that’s fit for the street, the range provides the confidence to tackle each day head on. Brought together, The Comfort Of Confidence not only conveys our core product benefits but also connects to the state of mind of our audience.

Real squad leaders don’t flaunt, brag or boast. Instead they are quietly self-assured while still radiating inspirational energy. True confidence comes from within, from being in tune with yourself and your surroundings. ASICS honours the confidence to follow your own path and GEL-QUANTUM is there along various steps of the way, providing comfort and style. 

CONCEPT

The whole world can be your comfort zone

We are more than one of a kind. We wear different ‘faces’ to express the different aspects of ourselves at different moments in our lives. Constantly adapting to our environment, where various faces allow us to transform and GEL with life’s ever changing contexts.

When identity is so fluid, the most important thing is staying balanced; being confident wherever you are, whatever situation you are in.

And if you are confident enough to be more than one of a kind, the whole world can be your comfort zone. 

THE COMFORT OF CONFIDENCE