Over the past few years, I’ve had the chance to work on several campaign projects for ASICS, all aimed at elevating the brand’s digital experience. ASICS was at a turning point, focusing more on storytelling, emotional connection, and a digital look that truly reflects their Sound Mind, Sound Body philosophy.

In collaboration with Golin, ASICS’ global PR agency, ACE helped bring that mission to life online by combining motion, photography, and clean design in a refreshed digital approach. The result was a mix of improved UX, faster performance, and a visual language that feels both human and recognisable, making each campaign stronger and more inspiring to engage with.

From the State of Mind studies to Move Her Mind and the unforgettable Desk Break campaign with Brian Cox, every ASICS project was an opportunity to express the brand’s mission through design and storytelling. The result is a series of digital experiences that not only look and feel recognisably ASICS but also inspire people around the world to move for a sound mind and body.