ASICS SS20 Olympic Sunrise Campaign

A New Dawn in Sports

In March 2020, ASICS announced 3 revolutionary new shoes to power and protect athletes – the METARACER™ advanced racing shoe for long distances, the METARISE™ volleyball shoe and the spikeless METASPRINT™ track shoe for elite sprinters. Like all ASICS innovations, they were designed to help athletes perform at their peak and protect them at the same time.
The three new shoes were announced in the Sunrise Red color scheme, which is a symbol of athletes’ hope, passion and dedication and celebrates the city of Tokyo.

Creative

We were commissioned to create a global Olympic 2020 campaign to launch the Sunrise pack to reveal the 3 innovations. The campaign showcased Key Visuals in photography for advertising, and also featured various length of campaign films for online and social. Originally planned to be announced at ASICS Innovation Summit in Tokyo, the films were translated to a virtual reality experience (due to Covid-19) where journalists around the world could get an immersive experience of this breakthrough innovation.