SS24 NAGINO

Collection

Group of women running in athletic wear

The NAGINO™ Collection is designed for women by women. Every item in this collection is designed to inspire her to achieve calm through mindful movement. Functional design, versatile style and comfortable feeling fabric enables her to prioritize movement and take on life one challenge at a time.

Client
ASICS

Associate Creative Director
Sarah Malinconico

Copy
Amna Rahman

Services
Art Direction
Graphic Design

The Solve:

Collaborating with a copywriter, we developed visual and story guidelines for the Spring/Summer 2024 NAGINO™ campaign to show the collection moves women from inspired to inspiring. We aimed to raise ASICS women’s awareness, drive consideration and conversion, and align with the Sound Mind, Sound Body promise, Move Your Mind seasonal platform, and 2024 creative guidelines. The campaign highlights the NAGINO™ Collection’s quality and functionality while resonating with women who believe in the transformative power of movement.

Moodboard

The campaign moodboard shows diverse athletes who inspire viewers to push their limits, celebrating different body types and making everyone feel included and empowered.

Collage of women engaging in various outdoor fitness activities in Paris, including running in front of the Eiffel Tower, practicing yoga, stretching, and walking, with some images showing close-ups of athletic gear and shoes.

Video Concept

We aimed to show community through movement and energy. This video acknowledges everyone’s path to growth is different, and that connection is what unites us. We see ourselves in one another, and when one of us moves, we all feel it.

A woman jogging on a cobblestone path in front of a historic stone building with domed roofs and crosses, with a cityscape in the background.
A woman jogging on a bridge with a metal railing, wearing a light green long sleeve top and shorts, with trees and houses in the background, during daytime.
A woman wearing a blue jacket, smiling, outdoors. The screenshot shows a TikTok video featuring the woman, with text indicating she's an ASICS ambassador, discussing the importance of clothing for running, with various icons and comments visible.

Social Activations

We proposed social media themes showing how the NAGINO™ Collection empowers and transforms women. Content should be engaging, inspiring, and playfully suited to each platform.

Selected concepts for Instagram Reels and TikTok:

  • How I Renew. Dressed in different combinations of NAGINO™ Collection, talent shares the top ways they SMSB for themselves and their community (Examples: training for the first half marathon with the run club, doing yoga and pilates, cross-training at the gym, and meditation).

  • Runfit Laydown. Top-down POV outfit laydown on floor or bed to showcase pieces of the NAGINO™ Collection with native copy about tech/fashion details. Pro: Possibility of quickly producing 1 for each category or long/short pieces in the collection.

  • Behind The Scenes: Mix. Match. Move. Showcase collection versatility with BTS recap of talent’s week of moving on set. Variety of outfits and ways to move is key. Sample week might be: Monday: 5 mile run (solo or together). Tuesday: Sightseeing walk with fellow talent. Wednesday: Yoga stretches together in the park or on rooftop. Thursday: Weights and treadmill in hotel gym. Friday: 1 talent doing pilates, 1 meditating, then meet to go to set together. Mix, match, move, renew.

  • Run With Me Product Review. Combine Run with Me with a product review. “Time to renew my day. Let’s take the new GEL-CUMULUS™ 26 shoe out for a run.” Running H2T shots with product close-ups on her running route, as she shares her quick sound bites: “These are so comfortable. And it’s got great style.” “Love the cushioning—and the colors. The GEL-CUMULUS™ 26 makes me want to move.” “New running shoes motivate me even more.”