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ASICS Pushes the Limits with Multi-Faceted “Stop at Never” Campaign

Beginning today, ASICS America will offer consumers a never-before-seen glimpse into its extraordinary product testing – and make the unbelievable believable – with the launch of the “Stop at Never”website. StopAtNever.com will feature a series of shocking and awe-inspiring videos, including athletes running on water, playing tennis upside down, and completing athletic challenges with feet for hands. The leading athletic shoe and sports apparel manufacturer will also bring this thought-provoking website and the “Stop at Never” mantra to life with a series of on the ground consumer activations during major athletic events around the country.
The “Stop at Never” website features a series of ten videos highlighting the incredible technology of ASICS footwear. The short reels are a “behind the curtain” look into the product testing the ASICS footwear endured throughout development, while simultaneously capturing the determination and grace of ASICS enthusiasts and athletes. Two of the most captivating videos include the “Jack Hammer Test,” where an ASICS GEL® series GEL shoe absorbs the full impact from a construction-grade jackhammer, and “Feet For Hands,” which demonstrates the flexibility of ASICS Omniflex-PursuitTM shoes as they serve as gloves for athletic training. The videos also demonstrate the unparalleled strength and determination of ASICS athletes, including sprinter Greg Nixon, world champion wrestler Jordan Burroughs, Olympic thrower Russ Winger, pole vaulter April Steiner-Bennet, Javelin thrower Kara Patterson, and decathlete Jake Arnold, as well as incredible technology of the ASICS GEL® series shoes - the GEL-Kayano®18, GEL-Neo33TM, GEL-Excel33TM, and others.

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New work by Brett de Vos for Asics global 'I MOVE ME' campaign, featuring Tennis champion Novak Djokovic as part of a fully integrated film and stills campaign Revolver produced. Filmed between Monte Carlo, France and Belgrade, Serbia, the story showcases Djokovic’s dedication to the sport and the positive impact he has on the younger generation of Tennis players. Coming from a broken environment and no tennis footprint, Novak Djokovic has risen to the top of his sport and reminds us that with hard work and determination there is no telling what we can achieve.

Client: Asics Global
Agency: Superlarge
Creative director: Alvin Chan, Superlarge
Director: Brett de Vos (@Revolver Amsterdam)
Photography: Cyril Masson
Producer: Eve Anthony & Vargo Bawits

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