YEAR: 2020

MARKET/S: GLOBAL

ASICS
GEL-LYTE™ XXX

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

In celebration of the 30th anniversary of the GEL-LYTE III, and the retirement of their legendary lead designer, ASICS challenged the next generation of designers to take on the mantle. We created a global launch campaign to introduce the GEL-LYTE XXX, a tribute to the iconic GEL-LYTE III and a continuation of 30 years of bold decisions and experimenting in the design process.