Starting point

Asics launches a new sneaker at Foot Locker: the Asics GEL-KOMODO. The problem: The Asics brand (with its professional running-shoe technology, including GEL® soles) and the young Foot Locker customers do not have much in common. The brief: to develop a sales folder for kids and young people who shop at Foot Locker. Our response: develop a viral campaign, which goes through the roof.


Japan is well known for its crazy game shows. We pick up on this quirky heritage and develop a microsite for the Japanese Asics brand with a fictional, totally crazy homeshopping channel: Asics GEL TV. Roll film!

Happy ending

The viral campaign centred on the Asics GEL TV show garners international attention. The advertised sneaker model sells out throughout Europe in just 4 weeks. The campaign is even awarded a Cannes Lion.


Asics Gel Web japan