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GEL-Lyte V Sanze

For Asics, GEL is in their DNA, it’s the technology that revolutionized the running category; and for the first time this iconic substance is visible for the world to see on the new GEL Lyte V Sanze. To launch our campaign we embraced all things GEL to create a fully immersive GEL world across various touch points. The result was a full on GEL assault that took the internet by storm and ushered in a new era for ASICSTIGER. 


  • Client: ASICSTIGER
  • Chief Executive Officer: Sophie Mayer
  • Chief Creative Officer: Leila El-Kayem
  • Creative Director: Gustavo Dias, Darren Cronje
  • Art Director: Max Pirsky, Charlon de Graav
  • Copywriter: Tim Cook
  • Brand Manager: Benjamin Merten, Marcus Ludwig
  • Business Strategy Director: Delia Ferreira
  • Business Strategist: Thomas Eon
  • Media Director: Dan Ball
  • Executive Producer: Chris Seegel
  • Creative Producer: Gonzo Rofso
  • Production Company: Foam Studio
  • Music Composition: Markus Wormstorm
  • Photographer: Jan Kapitän
  • Date: February 2018