Run the Spirit of Chengdu

ASICS | Chengdu Marathon Limited Edition Campaign

Created for the launch of the ASICS Chengdu Marathon Limited Edition, the campaign draws inspiration from the city’s unique landscape and cultural identity. Rather than presenting the shoe in a conventional product setting, the visual transforms Chengdu’s iconic scenery into a contemporary stage where sport and place become inseparable.

Rolling mountains, bamboo forests, traditional bridges, and historic architecture are distilled into a clean graphic landscape, while the city’s signature green palette reflects Chengdu’s relaxed rhythm and close relationship with nature. Suspended in motion, the shoes become a metaphor for runners moving through the city’s distinctive terrain and culture.

By integrating local visual elements into the product narrative, the campaign celebrates not only the spirit of the marathon but also the character of Chengdu itself—creating a limited edition that feels deeply rooted in its place of origin.