ASICS Play the unplayable campaign — Studio Bonjour Amsterdam

ASICS CPS Global

ASICS Play the Unplayable Campaign

As part of a 5 year ongoing partnership with ASICS developing their global content toolkits, we were set the challenge of creating a fresh, global campaign to activate the release of their latest footwear innovation, Court FF 2 tennis shoe; co-created with and for world No. 1 ranked player, Novak Djokovic.

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ASICS CPS Insight

Novak Djokovic’s own personal journey has been one of overcoming; overcoming rivalries, overcoming injuries and overcoming expectation. His extroverted personality and willingness to live life to the fullest on and off court allows him play where others think life is unplayable. Using this as our inspiration, we created a storytelling moment that heroes Djokovic’s own rise against adversity motivating players of all ages and levels to raise their game to take on the ‘unplayable’.

Placing him on a ‘court’ that is as unfamiliar as it is unforgiving, we dramatise the traditional game of tennis by challenging Novak to play under extreme circumstances. The beautiful asymmetry that usually allows him to constantly outsmart his opponents is severely compromised here, bringing the star’s game closer to mere mortal players. Can he overcome the unplayable court?

‘Play the Unplayable’ is the latest highlight within a rolling strategic calendar involving ‘always-on’ content across numerous channels, multiple product activations at retail and the leveraging of brand equity at major tournaments through ASICS sponsored players.

The campaign is three-tiered; firstly, a bold, global hero product campaign visually narrating the story was created to enable players to confidently challenge boundaries and raise their own game. This was bolstered by diverse social content including a film featuring Djokovic and a social Challenger Series featuring top tennis talent Alex De Minaur and Gäel Monfils. Finally, always-on insights, tips, tricks and coaching from other ASICS ambassadors were designed to be dialled up at key tennis tour calendar events like Roland Garros and Wimbledon.