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
I worked the platform at three levels: producing pieces from the global system, adapting campaigns that already ran elsewhere, and creating activations that only made sense here.
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.
It 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 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.
The platform already worked somewhere else
My job was to make it work here, through the communities, the calendar and the culture that were already on the street.