Asics: launch of Asics Tiger's new "What the Gel" lifestyle campaign

"Asics Tiger, Asics brand, is launching its new 'What the Gel' lifestyle campaign, placing the iconic Asics GEL technology in the spotlight, an innovation at the heart of the brand since its inception in 1986," said the Japanese sportd equipment manufacturer, on 11/04/2018.

Asics Tiger has selected three creative and charismatic talents from Europe, who embody the What the Gel attitude: London producer Last Japan, Franco-Algerian hip-hop artist Ta-Ra and Moscow stylist Ildar Iksanov. The exhilarating stories of these characters will be told on YouTube, Facebook, and Instagram through launch movies, Instagram stories, GIFs, animated photos, and compelling illustrations. "In addition to social media, the campaign will be broadcast on digital channels on billboards and in stores," explained the brand.

"Activation of the What The Gel campaign will take place throughout the year, as part of Asics Tiger partnerships and various musical events, such as the Sónar Music Festival (Barcelona) and the iconic Bread & Butter (style and culture festival, Berlin, GER) and Sole DXB (festival…