ASICS create ultimate natural shoe

Pitch worked with the GB Acrobatic Squad to launch a new ASICS trainer.

It did so by creating a uniquely formed human version of the new ASICS GEL-EXCEL 33, made up of 33 members of the GB Acrobatic squad and Britain’s Got Talent winners Spellbound.

Pitch developed the innovative idea and then worked closely with the photographer and creative director throughout the process – from costumes and make-up guidance, to finely tuning the end product.

After weeks of planning and design, the trained gymnasts contorted themselves into eye-watering positions to recreate the shape of the new ASICS running shoe; resulting in imagery that was not only stunning, but also an extremely realistic human representation of the trainer.

The human shoe is a replica of ASICS’ new GEL-EXCEL33 trainer, which is now available to purchase at specialist running stores across Europe. The GEL-EXCEL 33 is the flagship model of the new ASICS 33 collection, which is designed to allow all 33 joints in the foot to move freely and create a natural running experience.


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