YEAR: 2019

MARKET/S: GLOBAL

ASICS
Paris Fashion Week

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

In 2019 ASICS design grand master for over 30 years, Shigeyuki Mitsui announced his retirement. Responsible for many of the most successful silhouettes at ASICS and a legend in the sneaker world. To celebrate his retirement ASICS re released an icon from their archive, the sneaker head revered GEL-LYTE-III. To get buyers and PR alike excited at Paris Fashion Week 2019 we created an immersive storytelling experience.

Using never before released insights around the iconic sneaker, we retraced the story of the iconic GEL-LYTE III. From birth to present to future through the mind and vision of the creator. The space, modeled on 80's office featered a custom made retro game, magic motion sensor light box and geniune archival material from it's inception. The space captured the essence of the time the icon was born. Transporting visitors and the man himself back in time.

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Michael James Phillips

CREATIVE / ART DIRECTOR

CONTACT:

Copyright © 2020 Michael James Phillips. All rights reserved.