ASICS: COLORS THAT RUN, literally!

ASICS Colors That Run Display
Winner, Communication Arts 2013 Design Annual

ASICS has been my running shoe brand for years. I'm due for a new pair, if I can ever find the time to run these days. Nothing like new exercise gear for motivation, right?

Well, I'm definitely motivated by these crazy-colored, extremely eye-catching ASICS shoes! The shoes themselves are so fun, but the 3-D displays are really modern and innovative, and they draw people in, bringing attention to the bright, vivid new colors. According to the blurb in Communication Arts, these displays were placed in 250 stores, and sales increased dramatically—58% at Foot Locker stores, 70% at Lady Foot Locker stores in the U.S.

I really love that everything is integrated. The shoes, the "paint pouring out," the ASICS storefront, the poster showing the shoe practically being blown apart by the vivid paint pouring into it, and even the comic/graffiti style poster on one of the displays. "COLORS THAT RUN" is the perfect tag line, and the understated, gray typeface is perfect for this phrase. This is a brilliant design, definitely cutting-edge. 

Okay. I'm seriously going to buy some new ASICS shoes and start running again. I am. I am. I really am. Seriously.

Credits:

Ahab Nimry, designer

Mike Brower, design director

John Vitro, executive creative director

Brian Dunaway, writer

Peter Schafrik, photographer

Cristi Perkins, production manager

Robbie Boyhan, production designer

Vitro, ad agency

ASICS America, client

Source: Communication Arts Design Annual 2013 (I have this in a hard copy, but I also subscribe to the online version, which is where the images are from). Go to website below (you may not be able to access it without a subscription; I'm not sure).

http://www.commarts.com/SearchOn.aspx?page=1&col=1184&inum=394&pj=30968