THE SAMURAI SNEAKERS
For ASICS @ DOJO
MY CONTRIBUTION
I was responsible for the core concept, writing creative presentations for ASICS executives and the first scripts, as well as overseeing the first stages of production.
THE IDEA
A real samurai presents a sneaker inspired by samurai armor and katanas.
The ASICS Gel-Kinsei is a running shoe inspired by samurai armor and katanas.
To present such a unique sneaker in an epic way, we decided to get beyond the usual films with athletes. Instead, we brought in Mr. Edson Suemitsu, one of the last descendants of samurai in Brazil and the leading katana-making expert in Latin America.
English CC available
"Brazil's 'last samurai' seeks to keep tradition alive in South America"
