GEL—LYTE™ XXX LAUNCH

 

FOR ASICS
/2020

In celebration of the 30th anniversary of the GEL-LYTE III, and the retirement of their legendary lead designer, ASICS challenged its next generation of designers to take on the mantle. We created a global launch campaign to introduce the GEL-LYTE XXX, a tribute to the iconic GEL-LYTE III, and a continuation of 30 years of bold decisions and experimenting in the design process.

DIRECTED BY RYAN CHUN
DIRECTED BY RYAN CHUN
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VIA LIKEFRIENDS
W/ DIEDERIK MULDER

(RESEARCH)
ROLE CREATIVE DIRECTION + ART-DIRECTION + STRATEGY + WRITING
SCOTT KOOKEN 
(AMSTERDAM, AVAILABLE WORLDWIDE)
HELLO
@SCOTTKOOKEN.COM
(+31610287991)