Flow Further:
Gel Kayano Retail Launch

To mark the 25th anniversary of the Gel-Kayano, Asics launched an immersive retail experience rooted in the campaign message “Flow Further.” This flagship activation—featured in Tokyo, London, and New York—brought the runner’s high to life through iridescent materials, pulsating lighting synced to a heartbeat rhythm, and sculptural displays. From windows to hero zones and footwear walls, each touchpoint created a multi-sensory moment that resonated with high-performance runners. The concept’s success, reflected in sales surges (59% in the U.S., 42% in Japan), led to a refined version rolled out across DTC markets globally.