Global campaign for the launch of ASICS’ GEL-KINETIC™ FLUENT, a shoe that effortlessly balances performance with lifestyle and draws influence from ASICS’ Japanese roots by embracing a historic form of callisthenics: rajio taiso. 

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Shot in Tokyo and directed by Toshiki Yashiro, the campaign follows the story of three protagonists: a young salaryman, a group of school girls and a taxi driver, as they purposefully energise themselves for the day through exercise, encapsulating the core message of ASICS: that a sound body leads to a sound mind. Stills by Tayler Prince-Fraser rounded off the campaign, with billboards of the campaign appearing in major European cities such as London, Berlin and Manchester.