Engineered for Everyday

Agency: Likefriends


ASICS GEL® technology is a central element to the history and future of the brand, and ‘ENGINEERED FOR EVERYDAY’ exhibits this. The campaign showcases the scientific elements ASICS apply to the creation of their products, playfully testing the footwear and the wearers in a stylized lab setting, putting each model through their paces in every day scenarios. Participants use VR to simulate running for a bus, are challenged to push start a car and dance in a bass-heavy club simulator. These scenarios highlight how ASICS has combined elements of its performance technology to give users comfort and cushioning to create new models containing GEL® technology that are ‘ENGINEERED FOR EVERYDAY’. The campaign runs across markets globally, featuring six core products that all share GEL® technology within their DNA, using the component in new and expressive ways.

This professional campaign titled 'Engineered for Everyday' was published in Netherlands in February, 2020. It was created for the brand: ASICS, by ad agency: Likefriends. This Integrated medium campaign is related to the Fashion, Retail Services, and Sports industries and contains 10 media assets. It was submitted about 4 years ago by Founder: Stef de Jong of Likefriends.


Advertising Agency: Likefriends, Amsterdam, Netherlands
Client: Billy Fischer
Client: Carolina Amores
Client: Mizuki Miyai
Client: Ryo Matsumoto
Creative Direction: Stef De Jong
Creative Direction: Andrew Watson
Strategy Direction: Mitch Roedoe
Art Direction: Aemilius Teunissen
Art Direction: RONIN Amsterdam
Account: Dorien Hoorens
Production: Steven Beukers
Production: Artillerie
Director: Fabio De Frel
Photography: Gilleam Trapenberg
Photography: Jurian Kriebel
Retouch: Ruud Van Doorn
Dop: Zack Spiger


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