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Aimaq · Rapp · Stolle
ASICS Europe
Concept, Art Direction
Campaign for european markets 2007



SOUND MIND, SOUND BODY.

In 2007 ASICS Europe wanted to position themselves more as lifestyle brand without losing the focus on high performance gear and best partner for professional sports. With “SOUND MIND, SOUND BODY.” ASICS went back to their roots: “Anima Sana In Corpore Sano”, short ASICS.
I concepted the umbrella idea and the keyvisual and supervised the projects for a whole period and all markets.
The claim is still in use.




THE MORE YOU PUT IN THE MORE YOU GET OUT.

One campaign of “SOUND MIND, SOUND BODY” was “THE MORE YOU PUT IN THE MORE YOU GET OUT”, a print campaign that features the benefits of the different models on their meant surface. These print Ads were adopted in any POS format and took over stores all over europe for the summer 2007.



ASICS Sportystyle campaign.

To position ASICS as a lifestyle brand, this print and poster campaign for the appareal collection is inspired by the grid of modern Tokyo.
Japanese artist Yukinori Dehara was commissioned and the campaign was shot on location in the capital of Japan over 4 days.