Kicki Yang Zhang is a Berlin-based artist and content creator. Growing up between Shanghai and Germany, she experienced the duality of both cultures from an early age. Ten years ago, Kicki began showcasing her drawings online, often using her face as a canvas. Describing herself as constantly reinventing, she doesn’t stick to one specific look; instead, she loves experimenting and evolving her aesthetic.
When brainstorming ideas for a co-design with ASICS, it became evident early on that her duality would be central to this partnership. The result is a release that showcases two of Kicki’s many sides: her Shanghai self, with slightly retro-futuristic soft pastels and silver highlights, and her Berlin self, featuring an all-black look accented with silver. The shoes reflect both the cultural and personal perspectives that have shaped Kicki, as well as her exploration of masculine and feminine elements in her styling.
Seven years ago, Kicki began collaborating with Partner In Crime, a Berlin-based talent and creative agency. Their partnership has been close, blending both business and creativity. The shared dream has always been to launch a project that fully demonstrates the potential of both Kicki and Partner In Crime, from product creation to building an entire universe around it. ASICS embraced this vision, giving Kicki and her team complete creative freedom for the campaign shoot.
“Anima Sana In Corpore Sano,” meaning “A Sound Mind in a Sound Body,” is the Latin phrase from which ASICS derives its name, forming the foundation on which the brand still stands. Founded in 1949 by Kihachiro Onitsuka, ASICS is now a leading designer, developer, and manufacturer of running shoes, as well as various sports footwear, apparel, and accessories. For more information, visit www.asics.com. The stripe design featured on the sides of ASICS shoes is a registered trademark of ASICS Corporation.
The campaign shoot takes inspiration from ASICS’ slogan, “Sound Mind, Sound Body,” and interprets it in two ways. The first concept shows Kicki finding her balance and trusting herself. The second portrays her in her ultimate form: free, effortlessly floating, as though the rules of gravity no longer apply when one reaches their full potential. Both concepts emphasize Kicki’s duality and her shoe designs, blending ASICS’ core message of movement with Kicki’s high-fashion aesthetic to create a captivating new world for the brand.
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