ASICS Play the Unplayable Campaign, featuring Novak Djokovic

‘Play the Unplayable’ was the highlight campaign 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

Role: Creative direction, production