Celebrating 30 years since the Gel Lyte III’s inception, this campaign shot in the streets of Tokyo shows the icon the shoe is today, against all odds. ASICS chose to put a lens on the new generation and the groups that are traditionally stereotyped; chose to go against the traditional by doing street casting for a global release.
I was in charge of making a recommendation of Japanese photographers, with documentary and fashion roots. ASICS selected two top photographers among my recommendation: Kisshomaru Shimamura and Shun Komiyama. This resulted in two global campaigns both published in-store, on ASICS’s instagram and ecommerce platform.
Role: Photographer curator / Researcher
Creative agency: LikeFriends Amsterdam
Creatives: Scott Kooken & Michael James Phillips
Production agency: Toboggan Japan
© Julie Cousty 2020
Phone: +31 6 51723218