ASICS accesses the shapeshifting nature of youth culture

Ever felt you’ve overdone it with the digitals so much that your face has actually turned into a series of emojis? No, well this is what you’d look like if you had.  

This new global campaign for ASICS, GEL QUANTUM – The Comfort of Confidence, was created by agency Like Friends and slickly helmed by Michael Middelkoop. It imagines a world of fluid identities in which edgy dudes engage in comms while sporting top-of-the-range sports footwear and a bunch of funky facial filters.