YEAR: 2020

MARKET/S: GLOBAL

ASICS
GEL-LYTE™ III 30th Anniversary Global Release Campaign

AGENCY: LIKEFRIENDS
ROLE: Creative Direction, Concept, Art-Direction
IN COLLABORATION WITH: Scott Kooken

Celebrating 30 years since the GEL-LYTE™ III’s inception, revolving around the way this beloved silhouette went against the norms of the time, becoming the icon is it today – against all odds. Shot on the streets of Tokyo, we traveled back to the birthplace of the icon; Japan. We followed the new generation of rule-breakers around the city as they use the streets as their playground.