Creative in association withGear Seven

ASICS Proves Identity Is Contextual with GEL-QUANTUM Collection Launch Campaign

Advertising Agency
Amsterdam, Netherlands
Likefriends and Czar Amsterdam's Michael Middelkoop encourages a multi-faced generation with the comfort of confidence

ASICS has launched the AW19 sequel of its Sports Style campaign The Comfort of Confidence, developed by Amsterdam based creative agency Likefriends and produced in collaboration with Czar Amsterdam's Michael Middelkoop. Just as its predecessor in SS19, the campaign will run across markets globally, promoting the ASICS GEL-QUANTUM Collection and highlighting ASICS’ iconic GEL technology

The campaign is introducing the boldly redesigned GEL-Quantum 360 version 5 with a completely new look for the upper and improved tooling, resulting in improved flexibility, shock absorption and softness. The ad is street, edgy and unpolished - in the best way possible. 

In a world where identity has become so fluid, the film shows a new generation that easily adapts to the shapeshifting nature that comes with it. They might switch up their mood, but never their style and confidence. Whatever situation you’re in, in whatever ‘face’ you are using to express yourself at that moment. If you’re confident enough to be more than one of a kind, the whole world is your comfort zone.

Stef de Jong, founder of Likefriends, says: “With the Comfort of Confidence campaign, ASICS honours the confidence to follow your own path and pursue all your interests and ambitions throughout the day. The second part of the campaign acknowledges that, for our audience (young fashion-conscious consumers), identity is contextual. They play up certain parts of their identity based on the situation; work, family, friends, online. Whatever situation you are in, whatever ‘face’ you use to present yourself, if you are comfortable enough to be more than one side of you... the world is yours.”

Krzysztof Rodziewicz, category manager lifestyle at ASICS EMEA, adds: “Throughout the months of June, July and August we will be releasing different versions of the GEL-Quantum 360 5. Each product drop will be promoted with campaign executions focussing on particular scenes in the life of our audience, culminating in the release of our full campaign storyline in August. Likefriends did a great job in articulating the appeal of our Quantum collection.”

Michael Middelkoop’s ability to connect to youth culture and the concept of identity gives him the upper hand when creating this kind of film, making him the perfect match with ASIC’s new campaign.

Agency / Creative