Comfort and Style Combined.
ASICS SportStyle launches its Spring/Summer 2025 collection with a campaign deeply rooted in Japanese heritage, drawing inspiration from the beloved Rajio Taiso exercises. The collection aims to connect the brand’s origins with a contemporary audience, showcasing both tradition and innovation.
Rajio Taiso, a series of simple callisthenic exercises performed to music, is a daily ritual for many Japanese people, from schoolchildren to office workers. More than just a workout, it’s a cultural touchstone, promoting community, well-being, and a sense of shared identity. Reflecting ASICS’ core philosophy, “A Sound Mind in a Sound Body,” the campaign, set against the serene backdrop of early morning Japan, follows three diverse individuals incorporating Rajio Taiso into their daily routines.
The campaign centres around the launch of the GEL-KINETIC™ FLUENT sneaker. Designed for exceptional comfort, this innovative shoe embodies the brands message: “feel comfort, find energy.” Its advanced cushioning and ergonomic design provide both support and an energized feeling, empowering wearers to tackle whatever comes their way.
“Comfort is transformative—it can energize you, uplift your spirit, and unlock your potential,” says Deivi Didone, Marketing & Product Director at ASICS SportStyle. “This campaign captures that feeling of starting your day with light movement, inspired by our Japanese heritage and the timeless tradition of Rajio Taiso. It’s a celebration of how comfort in motion can bring vitality to both the body and the mind.”
The GEL-KINETIC™ FLUENT sneaker is now available globally at ASICS stores and online.
Check out the images below.
PHOTO CREDIT: ASICS. Photography by Tayler Prince-Fraser
