1. ASICS I’m With Her
Software: Adobe After Photoshop / Designer: Zhixin Jia
Background:
Female athletes consistently face pay gaps, lack of media attention, and fewer sponsorship opportunities, despite their talent and dedication. Women's sports are underappreciated compared to men's, with smaller audiences and less recognition. Just as female athletes deserve more attention, ASICS, often seen as the underdog against giants like Nike and Adidas, also deserves to be recognized for its value and commitment to sports.
Introduction:
ASICS faces the same challenges as women's sports—often overshadowed but full of potential. To bring more attention to both ASICS and female athletes, we’re launching a social campaign aimed at introducing ASICS to a broader audience while engaging men to support women’s sports.
Slogan:
Our slogan is loud and clear: "I’m With Her." It’s about love, support, and standing up for the women in your life. Whether cheering in the stands or following her games on TV, your support matters. ASICS invites you to join this movement, where men champion women’s sports—not because they have to, but because they genuinely care. Together, we can break down barriers and make sports more inclusive and supportive for everyone.
Execution
Imagine a father dressed head-to-toe in pink, proudly cheering for his daughter at her school game. Picture a husband standing out in a sea of opposing colors, supporting his wife with pride. Or a brother rushing to help his injured sister on the field. These heartwarming moments show that men care deeply when it’s about someone they love. Our goal is to capture and amplify these moments, showing that men’s involvement in women’s sports is natural, meaningful, and vital.
Call to Action
Use #IamWithHer to share photos of yourself supporting the women in your life—whether it’s your daughter, wife, sister, or friend. Your post could be featured in ASICS' social media spotlight, celebrating those who stand with her. Additionally, 30% of every ASICS product purchased through the "I’m With Her" campaign will be donated to initiatives that help female athletes build better training programs and access equipment to support their long-term professional development.
Conclusion:
The "I'm With Her" campaign not only resonated with audiences but also earned recognition by winning the Creative Conscience Silver Award for social good. This achievement means a great deal to me, as it highlights the power of design to drive positive change and support underrepresented voices, like those of female athletes. It reaffirms my belief that creative work can make a real-world impact, and I am incredibly proud to have contributed to a campaign that champions inclusivity and empowerment.