ASICS iconic GEL-LYE III sneaker gets a new shoot with the new TROPICÁLIA campaign that is taking place. The sneaker gets a revived update, with the help of the collaboration alongside Brazillian sneaker retailer Guadalupe. The campaign highlights TROPICÁLIA, which is a movement that is strongly rooted in the country's culture and art.
It was shot by local photographer Hick Duarte and the models were reminiscent of the talented musicians that were a part of the movement. The shoot has a design language that is bright and psychedelic visuals. The main visual artist that is linked to the movement is Helio Oiticica, which was the main inspiration behind the aesthetics of the campaign, capturing the works of art through the backdrop.
Image Credit: Freitas, Insallubre
What Makes This Trend Stand Out
- Brazilian Art Culture-themed Campaigns
- Exploring Brazilian Art Culture as a theme for campaigns in fashion allows brands to showcase unique and vibrant designs while immersing themselves in cultural diversity.
- Collaborative Campaigns with Local Retailers
- Partnering with local retailers can add an extra layer of community-driven values to a campaign that highlights overall cultural experiences.
- Reviving Brands with Campaign Updates
- Updating iconic pieces in a brand's catalog with a fresh campaign can renew interest and shed a new light on timeless designs.
Sectors Adopting This
- Fashion
- Using cultural art as a campaign theme is increasingly popular among fashion brands looking to share vibrant designs that showcase the artistry of different nations.
- Retail
- Collaborating with local retailers can be an effective way for businesses to drive sales and promote community-driven values.
- Marketing
- Refreshing a brand's image through updating an iconic item with a culturally inflected campaign can help drive customer engagement and capture new audiences with disruptive innovation.
