Up There X Asics — “Natsukashii” GEL-KAYANO 12.1 Global Launch Campaign

Project details

Up There Store engaged us to help tell the story for one of their most important brand moments of 2026 - their 4th collaboration with Asics.

“Natsukashii” refers to a warm, fond, and strong feeling of nostalgia, so we wanted to shape a story around the unmistakable feeling of flipping the box open on a new pair of sneakers - a feeling that sneakerheads globally can not only relate to, but will never tired of. An almost psychedelic, out-of-body experience. As the box cracked open, the excitement was almost too much to bear.

We wanted this story to reflect the shoes not just as sneakers; but a portal. A wave of nostalgia, pulling you back to the exact moment you first fell in love with sneakers and the culture around it.