ASICS’ new GlideRide™ running shoes are powered by GUIDESOLE™ technology, the latest running tech all the way from Kobe, Japan. The ASICS GlideRide™ increases running efficiency by reducing the energy lost at the ankle joint, allowing for boundaries to be pushed and more miles to be covered.

London-based creative company, Neil A Dawson & Company, collaborated with post-production studio Smoke & Mirrors to devise the perfect accompaniment for the brand’s seeding kits - an energy-efficient, LED light. “Once the shoes are removed, the box can be transformed into an energy-efficient lamp”, explains Neil. “We cut a design into the lid of the box and discreetly installed LED lights inside. Smoke & Mirrors did a great job. It is very cool.”

Smoke & Mirrors’ production director, Nick Reeves, worked closely with designer and artworker, Graham Lancefield, to design a prototype of the box, before producing the final seeding kit and facilitating delivery to 200 key runners and influencers across Europe and beyond.

Graham comments, “the challenge lay in getting the composition right, so that enough light could pass through the box for it to act as a lamp. We managed to combat this by reducing the number of cut-outs. We’re all really proud of the result”

Client: ASICS

Ricarda Peter, Caroline Fisher

Agency: Neil A Dawson & Company

Creative: Simon Morris, Neil Dawson

Production and delivery: Smoke & Mirrors

Design, artwork and typography: Graham Lancefield

Production Director: Nick Reeves