CASES
nimbus 20
To celebrate 20 years of a championship-winning shoe, ASICS gave us a challenge: to show that running isn't just for elite athletes.
We took to the streets and social media to prove that a beginner's journey of overcoming challenges can be just as inspiring as that of a marathon runner. A fully integrated campaign that connected an iconic product to a real, human story. Press play and see how.
Specialties in this case:
Challenge
Celebrating the 20th anniversary of the Gel-Nimbus, an ASICS icon, required more than just a commemorative campaign. The challenge was to connect the product's performance heritage with a broad and diverse audience, from experienced runners to beginners, in a way that was inclusive, modern, and inspiring, reinforcing the brand's positioning in the running world.
Idea
The response was a 360º campaign, orchestrated in an integrated way by the OM Group. Opus Múltipla adapted the global concept "Running Is in All of Us" for Brazil; Brainbox created impactful materials for 250 points of sale; and HouseCricket developed the digital strategy. The heart of the campaign was a documentary web series: influencer Tavião, who had never run before, was trained by Dr. Drauzio Varella, culminating in a large event with the public.
Main results
Record sales for the Gel-Nimbus 20 model.
Widespread media coverage and high engagement on social media.
The web series was a success, connecting the brand to an authentic story of overcoming adversity.
Strengthening ASICS' position as a brand for all runners.
