ASICS SportStyle has unveiled its Spring/Summer 2025 collection with a campaign that beautifully intertwines Japanese heritage with modern innovation. Drawing inspiration from Rajio Taiso, a cherished series of callisthenic exercises in Japan, the collection seeks to bridge the brand’s origins with a contemporary audience, highlighting both tradition and forward-thinking design.

Rajio Taiso, often performed to music, is more than just a workout; it’s a cultural ritual that promotes community, well-being, and a shared sense of identity. From schoolchildren to office workers, many Japanese people incorporate these simple exercises into their daily routines. This practice aligns perfectly with ASICS’ core philosophy, “A Sound Mind in a Sound Body,” emphasizing the holistic benefits of physical activity.

The campaign, set against the tranquil backdrop of early morning Japan, follows three diverse individuals as they integrate Rajio Taiso into their daily lives. This setting not only highlights the exercises but also underscores the serenity and mindfulness associated with starting the day with light movement.

Central to the campaign is the launch of the GEL-KINETIC™ FLUENT sneaker. This innovative shoe is designed for exceptional comfort, embodying ASICS’ message: “feel comfort, find energy.” With advanced cushioning and an ergonomic design, the sneaker provides both support and an energized feeling, empowering wearers to face their day with confidence and vitality.

“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, offering consumers worldwide the opportunity to experience the blend of tradition and innovation that defines this collection. By connecting with the cultural roots of Rajio Taiso, ASICS not only honors its heritage but also invites a global audience to embrace the transformative power of comfort and movement

 

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