Bringing Hype to Market
ASICS is a global athletic gear company, with a dedicated following of elite athletes. However, to better appeal to the younger, trendsetter demographic, ASICS wanted to be able to expand their product into lifestyle apparel. With the launch of their JYUNI premium collection, ASICS tasked Red Door to help them gain the attention of a new “hype” consumer.
The target audience for JYUNI was young streetwear enthusiasts, with a determination to stay ahead of the fashion curve by pursuing exclusive, limited-release apparel. Because this was uncharted territory for ASICS, we had to first understand the hype mentality of this consumer base—then develop a campaign that met those expectations.
Our creative direction for the JYUNI campaign stemmed from the aesthetic of the collection itself—sleek, minimalist design, elegant craftsmanship, and the perfect balance of form and function. From a messaging perspective, we took an almost philosophical approach, inviting our audience into something bigger. The goal was to appeal to our young audience through the allure of exclusivity.
Building hype through exclusivity
We developed a creative direction inspired by JYUNI’s sleek design, refined craftsmanship, and balance of form and function. We brought that vision to life through a campaign landing page that told the collection’s story, showcased products, and guided consumers toward purchase. Pre-launch splash pages, ASICS homepage banners, and social promotions extended the campaign to build awareness and anticipation.
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