Concept - "Reaching new heights"
Asics re-signed their sponsorship deal with Johanna Konta, who in 2016 became the first British woman to reach a Grand Slam semi-final in 33 years. She made it to the semi-finals of Wimbledon in 2017 and the images we shot were to be used in the run up to various tournaments over the year. The overall concept behind the shoot was to focus on Johanna’s hopeful rise to becoming number one and tying in with Asics messaging - ‘want it more’.
The shoot took place at a huge studio so that we could create sets for multiple collections. The infinity cove was painted half orange to represent the clay court used in the French open. A range of kit was shot and later retouched by us to provide the key three court colours -orange, blue and green. These represent the three main court styles (clay, hard and grass) associated with different tournaments. We built a podium from the same colour as the court as if it was busting out of the ground, surrounded by shards of court surface, rising up for Jo to take first place. Jo was shot in a range of Asics tennis kit firing tennis balls around the studio at great speed to create some dynamic performance images.
The images have been used across various platforms, including newsletters, social media, websites and OOH PR. On 1st July, the day before Wimbledon kicked off, Johanna headed over to Regent Street for an Asics’ Tennis pop up as part of the ‘I MOVE ME’ campaign with our images used on display.
Agency: Pitch Marketing
Photographer: Danny Bird, Tapestry
The images have been used across various platforms, including newsletters, social media, e-commerce and OOH PR. Below is a newsletter from Sports Shoes that promotes the French Open Collection worn by Johanna Konta. On Sunday 1st July, Johanna headed over to Regent Street for an Asic’s Tennis pop up as part of the I MOVE ME campaign.