Complete the Masterpiece

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The lounge for the launch: the all brand new Asics Gel Kinsei is not only revealed in a specially built arena during the World Athletics Championships in Helsinki – already the invitation makes selected dealers part of the incomplete masterpiece. Personalized invitations are put together in Helsinki and show the Gel Kinsei for the very first time. A running track leads them from the lounge to the world premiere of the shoe in the arena.

Not bad either: after the athletics allstars took the shoe outside, the mini arena is open throughout the World Cup as a lounge and press center.

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Client: Asics

Agency: Nordpol+

Role: Art Direction

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