THE THINKING.

An elite team of scientists within ASICS Institute of Sports Science (I.S.S.) were given carte blanche to reinvent the running shoe from the ground up. They spared no expense, ignored all conventions and the result was the launch of ASICS's most revolutionary running shoe ever, Metarun.

For the global launch we brought runners into this highly scientific world of engineering by creating an embellished version of the real ASICS I.S.S. lab in Kobe, Japan, that came to life through the launch film, across print, social, and in store. We started with a teaser campaign and then revealed the shoe to elite runners around the world.

This was more than just creating a film, we worked on the name of the overarching SKU (Meta), a custom font, and the naming of specific technological components (Flytefoam) that ASICS still use today.