ASICS
As art director, I ran always-on communication for three brands in Brazil: ASICS, ASICS Tiger, and Onitsuka Tiger. Product launches, sponsored athletes, retail moments, and e-commerce, across social and out of home.
REGION
Latin America
AGENCY
MSL
YEAR
2017–2018
Global platform, local reading
Connecting communities
I Move Me was ASICS's global institutional campaign. In Brazil it had to land through real running communities, so the work started with them and not with the toolkit.
Running is not just a sport. It is a cultural act.
Rio Open
Live activation and content around the Rio Open, alongside year-round campaigns built on sponsored athletes: Bruno Soares at the ATP Finals, Novak Djokovic, and Gaël Monfils.
Strengthening brand credibility within the sports ecosystem
400+
Athletes and runners engaged
3
Brands run in parallel: ASICS, ASICS Tiger, Onitsuka Tiger
ASICS, ASICS Tiger, and Onitsuka Tiger. Brazil, 2017–2018
Three brands, three audiences
Onitsuka Tiger sits in fashion, ASICS Tiger in sneaker culture, ASICS in performance. Three audiences, three tones, one house.
From sport to culture
Campaigns that live at the intersection of running performance and everyday life.