AW23 GEL-KAYANO™ 30

Woman running on ocean trail

An expansive global digital toolkit for ASICS‘ premiere stability running shoe, the GEL-KAYANO™ 30. Covering all channels from e-commerce to email marketing, social media activations, and paid media. Featuring a variety of photography and video assets.

Services
Graphic Design

Year
2023

Client
ASICS

Associate Creative Director
Sarah Malinconico

Advertisement for Gel-Kayano 30 running shoes featuring images of people running outdoors and a close-up of the shoes with text emphasizing comfort and stability.

E-Commerce

Applying a mixture of product and on-model photography—we strived for consistency and calrity throughout each asset.

Three promotional emails from ASICS for GEL-KAYANO 30 running shoes, featuring images of shoes and people running outdoors.

Email Marketing

We have developed a series of emails that guide customers through the product purchase process, using visuals and messaging to tease, attract and engage.

A digital collage featuring a woman running outdoors, a close-up of her black and neon running shoes, another woman running on a trail, and a graphic indicating a carbon footprint of +10.7 kg CO2e for the shoes.
Two smartphones displaying Instagram stories from Asics. The left phone shows a running shoe with a play button, and the right phone shows a woman jogging outdoors along a coastal path with options for stability or cushioning shoes.
Digital collage of a smartphone displaying an Instagram post by Asics, with images of a man running, a close-up of his running shoes, and a person smiling while wearing a green shirt, alongside a separate image of a black and green Asics running shoe.
A woman tying her shoelaces outdoors, a close-up of a black running shoe with blue and yellow accents labeled Gel-Kayano 30, and a woman running in a black running shoe with blue and yellow accents.

Social Media (Paid & Organic)

Our campaign utilized a combination of campaign photography and ASICS athlete influencers across TikTok, Instagram, Facebook, and Twitter to engage and educate our customers.