With the Tokyo Olympics on the horizon, ASICS challenged us to create a standout visual identity and campaign for their new product range. It needed to celebrate their heritage, reinforce their brand beliefs, and showcase their innovation in sports footwear and apparel.
The name ASICS comes from the Latin anima sana in corpore sano — a sound mind in a sound body. For this campaign, the brand wanted to reconnect with that philosophy, showing how sport transforms the body and mind.
My role was to bring that idea to life in words. I translated product features and footwear technology into emotionally driven headlines that spoke to how each shoe makes you feel both mentally and physically.
METARACER™ - RUNNING SHOE
Running is as mental as it is physical. The METARACER™ uses GUIDESOLE™ tech to reduce fatigue and keep your stride smooth. I turned that feature into an emotional line that speaks to both mind and body: Feel Faster. Because when a shoe saves you energy, you don’t just run faster — you believe you can.
METASPRINT™ - SPRINTING SHOE
The more powerful you feel, the faster you become. The METASPRINT™ combines a second-skin fit with a honeycomb carbon fiber outsole for maximum traction and explosive speed. I crafted the line Feel Unstoppable to express that fusion of mindset and performance.
METARISE™ - VOLLEYBALL SHOE
In volleyball, confident jumps start with solid footing. The METARISE™ uses FLYTEFOAM™ Propel tech to stabilise the foot and support up to 2 cm more lift. I turned that into a message that speaks to both performance and mindset: Feel Uplifted. Because jumping higher isn’t just physical — it’s a feeling.