Case Study: Asics GEL-Kayano – rebel
What if you could feel the run before you took the first step?
What if you could feel the run before you took the first step?
For the launch of the latest Asics GEL-Kayano, we didn’t want to talk about features. We wanted to evoke feeling—to translate what running in this shoe actually feels like into cinematic language that could be seen, heard, and almost breathed.
Shot on location in Queenstown, New Zealand, the campaign unfolded across some of the world’s most breathtaking running terrain. The journey begins at the base of the Remarkables mountain range, where two runners—framed in pre-dawn light—lace up their Kayanos in near silence.
As the sun rises, so does the pace.
What follows is a visual ascent: a slow, meditative start that builds into full-stride euphoria. Crisp alpine air. Glinting light on water. Wide aerial drone shots track the runners through winding trails, rock-strewn ridges, and sweeping elevation gains. And at every step, close-ups of the Kayano deliver what we called internally “shoe porn”—those satisfying, tactile moments that give weight to the motion.
We weren’t just showcasing scenery. We were visualising stability, comfort, and momentum—the cornerstones of the Kayano experience. Through rhythm, pacing, and carefully chosen terrain, we created a film that felt as grounded and propulsive as the shoe itself.
From a behavioural perspective, the campaign leaned on embodied cognition—the idea that our understanding of a product improves when we see it in motion, in context, under tension. It also used emotional mirroring: the serenity and exhilaration of the setting created a halo effect that extended to the product.
Results:
37% uplift in Kayano sell-through during campaign launch phase
Over 3.5M video views across social, YouTube, and in-store channels
26% increase in “purchase intent” in post-campaign brand tracking
Became a flagship example of product storytelling for Asics regional marketing
Retailers reported extended dwell time on digital screens and POS loops featuring the campaign
Why it worked:
Because it didn’t explain the shoe. It made you want to feel it. The GEL-Kayano campaign turned trail running into poetry—and reminded audiences that a great run doesn’t start with a step. It starts with a state of mind.