Asics has always been synonymous with performance, but for this launch, the focus shifted to something every runner—beginner or expert—seeks from the very first step: comfort. The Gel-Pulse 16 brings together technologies both inside and outside the shoe to deliver a smooth, lightweight, and stable stride—designed so that running translates into genuine well-being. Our challenge was to bring that intangible feeling into a visual territory that could instantly connect with consumers. It had to speak of technology, yes—but above all, of what it means to feel comfortable, protected, and motivated to keep running.