High-tech performance meets classic prints…

Working with Asics, a renowned global sports brand that is well-recognised for leading innovations in high-tech sportswear, they presented us with an exciting challenge.

Their goal was to attract a new audience to their established brand. Collaborating with a few other talented creatives, we came up with an inspired concept that encouraged us to explore the classic fashion world. To enhance this, we reached out to Liberty of London, one of the world’s most celebrated and prestigious luxury department stores known for its exquisite print designs. Together, we integrate their distinctive luxury pattern designs into Asics' high-tech performance clothing, creating a unique fusion of style and functionality.

The launch of our campaign received significant praise, and the positive impact of our work continues to be felt today. I played an integral role in the initial conceptualisation of the idea, working closely with the print designers to launch the first range of products. My responsibilities included shooting and retouching asset images, as well as creating send-out boxes that exuded a luxurious feel, which was essential for aligning with the Liberty brand and ensuring a seamless collaboration.

Role: Art Director

Client: Asics

Date: 2017