ASICS SS19 Gel-Nimbus™21 Global Integrated Campaign

Running on clouds

GEL-Nimbus is one of the most important running shoe franchise for ASICS. And for the 21st version of this shoe, we were commissioned to create a global integrated campaign that included; above-the-line advertising including TV and online channels, retail campaigns for all stores, OOH digital billboards, digital assets for and social media, as well as editorial content for performance tips online. ‘Nimbus’ means ‘Clouds’ in Latin, and this metaphor was creatively used to express the superior comfort and cushioning of the shoe for running long distances.


The global campaign launch was led by two 60 second commercials; one featuring the GEL-Nimbus™ 21 in action supported by CGI animations of the product’s technical benefits, and the other film dived deeper into the story of Diane Nukuri, a Burundian born athlete that overcame many challenges to be a marathon star. Both films had teasers and various cut down versions which was released all around the globe. The USP animations spoke to 3 different benefits of the shoe, further enhancing ASICS’ superior technology and innovation.


With social media being at the heart of the communication plan, we created a large tool kit of assets which was delivered through all ASICS communication channels. All of which not only revealed the cool innovation of the latest Gel-Nimbus™ 21, but also gave a glimpse of the amazing story of Diane Nukuri.


The campaign had an impactful presence in retail dominating all flagship stores globally. It was also brought to live in standard and franchise stores all around the globe.