Bandit x ASICS NYC Marathon Popup
Welcome to The Race Visualization Experience. The NYC marathon is the super bowl of running. In 2024 cult-favorite Bandit Running, for who we did the strategy and branding, dropped an apparel collaboration with ASICS. Few people know that ASICS is a latin slogan ‘Anima Sana In Corpore Sano’, which stands for ‘You should pray for a healthy mind in a healthy body’, and stylized as ‘Sound mind, sound body’. To give it a twist rooted in New York City, we altered the collaboration tagline to read ‘Sound Mind Your Business’.
- Digital Design
- Brand Identity
- Content Strategy
- 3D Rendering
- Art Direction
Campaign Strategy
Create a NYC marathon-centric campaign that celebrates the greatest running collaboration in history; ASICS, the legendary, global running icon is teaming up with Bandit, the hometown, community-obsessed challenger brand. Like any good training mates, they’re challenging each other to push past their comfort zones and create something totally new for the running community. The campaign must live up to that rallying spirit, connecting with our runners in the way only Bandit can.
Design Concept
The design aesthetic combines the similarities of Eastern and Western cultures, enabling them to exist together without denying their origins. After all, the New York City Marathon is coined to be The World’s Marathon, an important shared cultural experience.
Speaker Design
Bandit always comes to us with a challenge. No matter what the brief. This time the challenge was over 20' wide and 12.75' tall weighing in at 972lbs. We designed the speakers to be built and installed 72 hours later at the popup.
60' Generative Installation
Our hybrid team built a fully custom generative visual system in TouchDesigner to generate live graphics. The gradient language was conceived together with the event’s identity.
Hot Running Press
Besides selling out within the first few days of the popup and online, the experience made headlines with Hypebeast, The New York Times, and curiously its own sub-reddit thread for the NYCM24 t-shirt we designed.
Full Credits
Film Director: Henry Kornaros
Model: Umi Akiyoshi
Speaker and Set Build: Robert Taylor
Set Designers: Hardgoods Creative
Bandit Creative Team: Nick West, Ardith Singh, Tim West, Ale Iaccarino, John Rice
