ASICS Legwork
Tennis is not just a game, it’s a race. We reframed a tennis match as an endurance race. By demonstrating the legwork needed to make every ball, we introduced ASICS' expertise in tennis, as well as running. Working with world-class ASICS sponsored players Gael Monfils and Sam Stosur, we highlighted their personal stats to demonstrate the running distance covered in their average match.
The content was seeded globally and translated into four languages. It has been the best received online content for ASICS to date, gaining over 2 million views, with over a million in the first three days of it being seeded.
Directed by Charlie Crane.
Print & outdoor were also created at the same time as the content was shot.
We designed a typeface that was inspired by the old measuring yards that are used to check the height of tennis nets.
