StrawberryFrog Waiting to Exhale

Breathtaking is one way to describe StrawberryFrog’s new promotional effort for Asics’ Onitsuka Tiger, a retro line of sneakers that were originally worn by several gold-medal-winning Japanese athletes in the 1964 Olympic Games in Tokyo.

The Amsterdam agency wanted to “capture” some of the athletes’ magic. Rather than indulge in overblown metaphors about rarefied air, the creatives went for the real thing: They chose to collect the athletes’ breath and package it in cans, called “Hero Breath,” that will be given out with pairs of the orange striped sneakers as part of a promotion breaking this month.