Despite breaking with 180LA late last year, performance footwear brand ASICS still works with the agency’s Amsterdam office on its global account.
The latest collaboration between the two promotes Flytefoam, a new innovation in shoe tech that supposedly uses “organic fibres for better performance giving runners the perfect combination of lightness and protection.”
Remember when kids legitimately thought Air Jordans would help then jump just a little bit higher to dunk despite the fact that no one in sixth grade—not even the freakishly tall dude—could actually reach the rim? These new, tricked out shoes are so good, they make hardcore competitive runners feel like they can fly.
SPOILER: they cannot. But it still looks pretty cool.
Beyond the anthem ad above, the campaign also includes a series of literal training films. They are quite intense, and they also play on the athlete-as-plane theme.
As consumers, we can point out that—machine metaphors aside—ASICS does indeed make really good running shoes.
Regarding the new work, 180 Amsterdam president and chief creative officer Al Moseley said, “180 Amsterdam is obsessed with delivering ideas that help brands bring influence and utility to culture. This is a unique campaign that motivates, trains and inspires any runner to get faster. We expect to see a lot of personal bests in the weeks ahead.”
You may notice the new creative leads on the business in the credits. Dan Treichel and Dave Canning, who had led the ASICS account and worked on several others in Amsterdam, moved to New York in January to become co-ECDs at Joan Creative.
CREDITS
CREDITS
President and chief creative officer: Al Moseley
Creative director team: Martin Terhart & Adam Noel
Creative: Lachlan Palmer-Hubbard & Chase Kimball
Head of production: Bethany Papenbrock
Film Producer: James Southward
Print Producer: Mike Winek
Account Director: Jim O’Regan
Communications Strategy director: Pete Fishman
Planner: Vincent Johnson
Business affairs manager: Pamela Villaflores
Production Company: Stink London
Director: Jones & Tino
Producer: Simon Eakhurst
Production Manager: Lucy Banks
DOP: Mattias Rudh
Edit House: Stitch London
Editor: Leo King
Sound Studio: Wave Amsterdam
Sound Designer: Randall MacDonald
Post House: MPC Amsterdam
VFX Producer: Kayleigh Dugdale
2D Supervisor: Ricky Weissman
Colourist: George K (out of MPC London)
Photographers: The Wade Brothers