Challenge:
How do you create retail impact for a performance product designed for the darkest months of the year?
The ASICS Lite-Show collection helps runners stay visible when daylight disappears. The challenge was to translate this product benefit into a compelling retail experience that would stop shoppers in-store and bring the collection to life across both wholesale and DTC environments.

The idea: Visibility becomes the hero.
We built a retail concept inspired by the visual language of the campaign itself, extracting four key creative elements and transforming them into a physical retail experience.
Reflective materials, mirror surfaces and LED lighting were used to recreate the visibility effect that defines the collection. Window graphics were produced using reflective vinyl, creating a surprising interaction with passing customers. When photographed with flash, the graphics lit up, echoing the functionality of the products themselves.
What started as a small retail activation quickly gained momentum and expanded into a full takeover of the ASICS London flagship store.

My role: Concept · Art Direction · Retail Design · Production
From translating campaign assets into retail experiences to developing window concepts, landing zones and in-store execution across wholesale and DTC environments.