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ASICS is a Japanese footwear and sports equipment brand. The name is an acronym for the Latin phrase which translates as "Healthy soul in a healthy body”.


Paradise London worked with leading music and entertainment strategists KRPT to develop supporting branding and digital marketing material for the event in partnership with JD Sports.



'What the gel', a platform by Asics, is aimed at supporting the next generation of creators. The brand has curated a series of partnerships with leading musicians and fashion talent including Mercury nominated artist Novelist, who has created a custom track just for Asics.

As part of the campaign, Asics created an exclusive experience in London which included live performances and design workshops. The event was attended by leading influencers across the UK.