ASICS SportStyle presents its Spring/Summer 2025 brand campaign — a tribute to the Japanese tradition of Rajio Taiso, which has been reviving many people's morning routines for decades.

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Inspired by these easy gymnastic exercises, ASICS reinterprets the invigorating power of movement and brings it into a modern context. The focus is on the brand-new GEL-KINETIC FLUENT sneaker — the brand's most comfortable shoe to date.

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The campaign celebrates the core of the ASICS philosophy: “A Sound Mind in a Sound Body.”

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Set against the calm but dynamic backdrop of an early morning in Japan, she accompanies three different characters as they prepare for their day and Rajio Taiso incorporate into their morning routine.

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‍Rajio Taiso is a gentle sequence of movements that was created in the 1920s and was widely used in the 1980s.

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From schoolchildren to office workers to senior citizens — these simple, rhythmic exercises are intended to activate body and mind and represent the sense of vitality and community that ASICS wants to share with the world.

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The campaign focuses on the premiere of the GEL-KINETIC FLUENT sneaker. Developed for unparalleled comfort, this innovative silhouette embodies the campaign motto: “Feel Comfort, Find Energy. ”

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Thanks to cutting-edge cushioning technology and ergonomic design, the GEL-KINETIC FLUENT not only provides optimum support, but also provides new energy — perfect for starting the day full of energy.

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“Comfort is transformative—it can energize you, uplift your spirit, and unlock your potential,” says Deivi Didone, Marketing & Product Director at ASICS SportStyle Europe.

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“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.”

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With this campaign, ASICS is once again underlining its commitment to combine tradition and innovation — firmly rooted in its own history and at the same time with a global community in mind.

Whether for a morning walk, a workout or simply for the whole day: The GEL-KINETIC FLUENT sneaker balances movement, comfort and energy.

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The ASICS GEL-KINETIC FLUENT is available at 43einhalb, AFEW Store, Asphaltgold, HHV, Orange Jungle, SUPPA and VooStore.

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Photos via ASICS