ASICS Lite Show
Lite Up Your Run
ASICS released a collection of running apparel that was designed with high reflectivity for being seen while running or working out in low light situations.
To promote ASICS’ Lite Show line, we shot and created a series of social-first content designed to bring the product benefit to life. We even custom-built our own light sabers for the shoot.
Content was executed like animated gifs—with lights turning on and off to show the transformation.
Imagery was also deployed across ASICS.com and email.
RESULTS
This content drove the most purchases per post in 2017 and had an engagement rate of 11% on Facebook and Instagram.
CREDITS
Agency: Critical Mass
Creative Director: Michelle Underwood
Art Director: Robert Navarro
Copywriter: Kelsey Alfredson
Photographer: Morgan Anderson