CLIENT: ASICS / Green Room Design

RESPONSIBILITIES: Art Direction, Retail Design, Social Comms, Strategy

PHOTOGRAPHER / DOP: Gary Houlder / Jon Dean

ASICS CPS Global

ASICS ‘The Ball Waits For No One’ Tennis Campaign

Redefining Movement For ASICS Tennis

As lead global agency for CPS (Core Performance Sports), our challenge was to deliver the overarching long term strategic platform for tennis and apply this to all campaign product stories for 2018 and beyond. ‘The ball waits for no one’ campaign covering digital, online, social and retail, born from ASICS I MOVE ME and product benefits; speed and control.

The experience brief and challenge

To strategically align to the new ASICS brand message ‘I MOVE ME’ and delivery an ambition approach for ASICS tennis, including all core performance sports, with the goal to grow the tennis category and disturbing the omni channel experience journey.

Our challenge was to deliver the overarching long term strategic platform for tennis and apply this to all campaign product stories for 2018 and beyond. Encompassing all channels, with the help of 3 top 30 global tennis stars, to create a product focused story routed in speed.

‘The ball waits for no one’ campaign (July 2018) needed to deliver against two movement attributes; speed and control. A simple idea but to articulate this concept need to capture our 3 ASICS tennis pros movement ambassadors in a series of real on court situations where they need to go the extra mile and act fast to be able to get to and return the ball successfully. Their supreme movements and quick responses were captured in a series of engaging still and video stories designed to create a full omni-channel campaign.