Gel-Nimbus 25
Challenge
ASICS approached Ronin with the task of launching their most comfortable running shoe to date, the iconic GEL-NIMBUS™ 25. This shoe had undergone rigorous independent testing with real runners, making it a highly anticipated product launch for both the brand and the running community. We were tasked with telling the story and developing the campaign materials.
Approach
We collaborated with ASICS to develop a concept that drew inspiration from the testing process and the shoe's innovative PureGEL™ technology. We implemented a comprehensive 360º campaign that included a global social media strategy, a fresh design system, 3D visualisations and tech videos, and a custom micro-site to showcase the shoe's features and benefits.
Result
The end-to-end campaign successfully launched the GEL-NIMBUS™ 25, from concept to final toolkit delivery. Our expertise in 3D and design systems contributed to a successful launch and a smooth rollout into global markets.
Photography
The campaign film and photography showcased the shoe on real runners in different running environments.
Design System
The GEL-NIMBUS™ 25 testing process inspired a unique system of graphic elements. We created a set of signatures and stamps that conveyed the testing process. These graphic elements were used throughout the campaign, including on the marketing materials, social media and the custom microsite.
Graphic elements
Graphics
Brand colors
Colors
ASICS 3.0
Font
3D Renders
We produced 3D videos to showcase the innovative design and construction of the GEL-NIMBUS™ 25. These videos gave an in-depth look at the shoe's features and construction. The abstract and macro world of bubbles was inspired by the shoes’ unique PureGEL™ and FF BLAST™ technology.
Website
We created a custom micro-site for the GEL-NIMBUS™ 25 that seamlessly blended storytelling and shopping functionality. The website offers users a 3D walkthrough to discover the shoes’ unique testing credentials and an immersive breakdown of its features and benefits.
