Foot Locker, in partnership with Asics shoes, decided to go down the anime route to promote its “Welcome to the Dojo” apparel and footwear collection.
The company commissioned global ad agency BBDO to create a mini-episodic animation series called The Sun and the Snake that was inspired by Asics’ Japanese heritage. The collection tells the story of two dojos: rising sun dojo, which inspires fear in the hearts of all who hear its name, and snake dojo, revered as a respected institution where many have started the arduous trial to become a samurai.
The five mini-shorts, launched last month on Youtube and Instagram, have been compiled together into a short film, which can be viewed below. The animation was produced at London-based studio Shotopop, with a team led by director Dipankar Sengupta.