Creativity

Asics: Stop At Never - Sprint or Sink

What can your shoe go through?

Published on Apr 10, 2012

Editor's Pick

Vitro and ASICS team up for a slick, snazzy new site, 'Stop At Never,' which showcases shoes undergoing a range of 'experiments' to highlight just how shockproof, waterproof and stable it really is.

The site is beautifully designed, with a scroll-through functionality that lets you navigate through web videos of the experiments, which include jackhammering a shoe to see how well it absorbs shock, and testing its agility by getting a runner to sprint through a fountain.

While the 'experiment' concept isn't really new -- Columbia Sportswear most recently debuted 'Great Moments in Trying Stuff,' experimenting using a shoe as a colander to make 5-bean salad, for one -- but the execution of this Asics idea definitely makes it worthy.

Check out some of the videos on the right.

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About

Credits

Date
Apr 10, 2012
Agency:
Vitro
Client:
Asics
Creative Chairman:
John Vitro
Chief Creative Officer:
Jonas Hallberg
Chief Creative Officer:
Liron Reznik
Creative Director:
KT Thayer
CW:
Schuyler Vanden Bergh
CW:
Simone Nobili
Art Director:
Kevin Lukens
Art Director:
Kevin Cimo
Art Director:
Cris Westrell
Art Director:
Dominic Al-Samarraie
Agency Producer:
Mickey Strider
Agency Digital Producer:
Lina Drott
Agency Digital Producer:
Christoffer Lorang Dahl
Digital Production:
Kokokaka
Video Production:
13 Keys
Video Editing:
Dave Friz
Sound Design:
13 Keys

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