ASICS Gel-Kayano Evo

One With the City


ASICS Gel-Kayano Evo is a lifestyle remake of the classic Gel-Kayano running shoe. We needed to launch this new shoe with a bang and attract a young audience in key cities in Europe, the UK, Russia and Africa. That’s a lot of places and a lot of cultures to talk to.

The campaign started with a simple idea, “One with the City.” It’s about being confident in your environment, being one with the places you lived, worked and loved, and the landmarks that define the voice of culture.

From this idea, we gave birth to a handsome figure whose body parts are made of the beloved city landmarks of the cultures we're talking to. City Man, took over the city centers of major markets like Amsterdam, Milan, Madrid, London, Berlin, Moscow and Cape Town. We put him in cool places that cool people go to. People took pictures with him, tried to buy him in retail stores, and somehow became a piece of culture himself... with swagger.




Art Director
Tony Bartolucci

Art Director
Lachlan Palmer-Hubbard

Chase Kimball

180 Amsterdam

Chief Creative Officer
Al Moseley

Executive Creative Director
Dave Canning

Executive Creative Director
Dan Treichel

Creative Director
Adam Noel

Creative Director
Martin Terhart

Andy Rementer

Andy Baker

Agency Producer
Claire Ford

Animation Production Company