OneASICS

Rebrand

Smartphone displaying a webpage with an athletic running scene and an advertisement for ASICS shoes on a blue background.

At ASICS, we believe in the power of movement to uplift minds and create positive energy, in a community that’s passionate about every step we take—especially in our ASICS shoes and apparel. 

With OneASICS™, we want to keep consumers coming back for more—community and gear.

Services
Art Direction
Graphic Design

Client
ASICS

Associate Creative Director (Design)
Sarah Malinconico

Associate Creative Director (Copy)
Michele Axt

The Solve:

Working with the Associate Creative Directors and the OneASICS™ team, we led the refresh of the OneASICS™ look and voice.

Our main objectives were to simplify the creative approach, create messaging that aligns with ASICS’ values, use motion-inspired patterns and a simpler color palette, add community-focused photos, and introduce more variety to our promotional typography.

The end result was a unique visual story for OneASICS™ that set the membership apart from ASICS product campaigns. I also built templates and graphics that helped the ASICS team work more quickly and maintain a consistent look across the board.

Photography collage

OneASICS™ Photography Style

The new photo direction captures all the moments of the consumer journey and what it means to be part of the ASICS community. Photography is authentic, minimalist, and reflects real environments across performance running, tennis, and sportstyle categories.

Graphic pattern

Move Pattern

This new pattern was created to be an accent for photography and graphics—only to be used in the OneASICS™ ecosystem. It can be fully opaque or at a 10% transparency for flexibility across different background treatments while maintaining visual consistency across all assets. Its placement is also strategic—anchoring to the bottom-left corner of the asset—to streamline the design process and, again, create a repetitive and visually consistent graphic that is recognizable.

Promotional digital collage for OneASICS loyalty program featuring a large banner with blue background and text 'MEMBERS SHOP FIRST', smaller square with blue background and text 'FREE SHIPPING', and a MacBook displaying the OneASICS website with a smiling woman in workout attire.
A collage of promotional images for ASICS and OneASICS. The top shows three runners on a beach during sunset. The middle features a laptop and two smartphones displaying the OneASICS app. The bottom displays an outdoor advertisement with women running on the beach and promoting ASICS shoes with a tagline, "Feel so relaxed, you'll fly even higher."

In Practice

We developed evergreen assets and digital templates for global use among ASICS regions. The results—a streamlined visual and tonal experience across all assets, such as e-commerce homepage banners, emails, in-store signage, and an assortment of eye-catching paid and organic social media materials. ASICS's membership team loved our new approach, and the creative team was thrilled with our streamlined approach to building these assets.

Diagram showing One ASICS marketing channels: eCommerce, email, paid & organic social, and in-store retail, with examples of digital screens, smartphones, flyers, and posters promoting the brand.

Creative Summary

A bird’s-eye-view of the OneASICS™ creative suite of assets across e-commerce, email, paid and organic social, and in-store retail.