STABILITY MEETS COMFORT CHALLENGE / STABILITY MEETS COMFORT CHALLENGE / STABILITY MEETS COMFORT CHALLENGE
DESIGN SUMMARY
Launch Celebration
Celebrate the 30th anniversary of ASICS GEL-KAYANO 30 by engaging global Runkeeper users in a 30K activity tracking challenge. Align with ASICS' Nothing Feels Better seasonal theme.
Design insights
Visual Direction:
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Utilize authentic ASICS photography featuring natural runners.
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Showcase GEL-KAYANO 30 shoes to mark the launch.
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Infuse some social media visuals with a 90s look and feel.
Messaging:
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Emphasize the GEL-KAYANO 30 milestone with clear and concise communication.
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Use motivational language to generate excitement and encourage participation.
Target Audience:
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Focus on active Runkeeper users from the last 90 days and new users from the last 30 days.
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Global outreach, excluding Australia and the United States.
Challenge Concept:
Encourage users to track 30K worth of activities as part of the Nothing Feels Better Series.
My Role
As a lead designer involves synthesizing the visual direction, messaging, target audience insights, and challenge concept provided to create a cohesive and engaging digital experience for the GEL-KAYANO 30 Launch Celebration. This entails designing across various platforms including e-commerce, Runkeeper challenges, email campaigns, and social media, with the goal of captivating the global running community and celebrating ASICS' 30 years of innovation with the GEL-KAYANO 30 milestone.
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