Founded in 1949 in Kobe, Japan, Asics stands for Anima Sana In Corpore Sano (A Sound Mind in a Sound Body). Initially known as Onitsuka Co., Ltd., the brand began by creating basketball shoes to promote youth wellness. Its iconic *Tiger* shoes, inspired by octopus suction cups, revolutionized footwear design. Over the decades, Asics has become synonymous with cutting-edge athletic technology, producing shoes and apparel tailored for running, training, and more. With a focus on performance and well-being, Asics continues to inspire athletes worldwide.
RE worked closely with the team of WEAR and Asics to come up with a strategy to launch this reconditioned collection of Asics sneakers. After defining the strategy we created the content. We decided to shoot outside in an urban environment and in the studio to show more of the actual product. We decided to go for the tagline ''Sound Mind Sound Body Sound Planet'' to showcase Asics' commitment to the preservation of the environment. The collection was sold out in a matter of days.
