In collaboration with Rosela Hinojosa at ArtCenter College of Design

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High-level objective

Design and communicate a product story to elevate ASICS from a “reliable” brand image to an “aspirational” leader.

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Deliverables

Narrative, Curated wall presentation, Physical product line

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My contribution

Ideation, presentation & story-building in Figma, Design & prototyping of footwear in Rhino and creating a physical mock-up.

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ASICS × Soccer Recovery Innovation

Built for ASICS, I collaborated with a teammate to design a narrative-driven recovery system for elite athletes. By distilling the brand’s ethos into a 6-word story, we created self-calibrating recovery gear for Australian soccer star Ellie Carpenter. The solution transforms vulnerability into strength, enabling athletes to recover dynamically while staying connected to their sport.

CONDENSED VERSION (3 min)

https://notaku.so/iframes/clickable-image/eyJpbWFnZVVybCI6Imh0dHBzOi8vc3RvcmFnZS5nb29nbGVhcGlzLmNvbS9ub3Rha3UtdXNlci1pbWFnZXMvZjg0MWY4Y2UtNjlhNC00YWZhLTg3YWYtYTk1ODQyNGUyZGEwY29uZGVuc2VkVmVyc2lvbi5wbmciLCJsaW5rSHJlZiI6Imh0dHBzOi8vcmFkb3ZhbmxhbWFjLmNvbS9ibG9vbS1jb25kZW5zZWQifQ==

CONDENSED VERSION

FULL CASE STUDY (12 min)

https://notaku.so/iframes/clickable-image/eyJpbWFnZVVybCI6Imh0dHBzOi8vc3RvcmFnZS5nb29nbGVhcGlzLmNvbS9ub3Rha3UtdXNlci1pbWFnZXMvOWM4OWJmNDYtYjYzYi00YjhjLWI5NzktOWVjZDA2ZmU0NzJmZnVsbGNhc2VTdHVkeS5wbmciLCJsaW5rSHJlZiI6Imh0dHBzOi8vcmFkb3ZhbmxhbWFjLmNvbS9ibG9vbS1mdWxsIn0=