ASICS x NOVELIST: CASE STUDY

Exclusive music video from 'South Londons Finest' Novelist, entitled 'When I Step' for the Asics "What The Gel" campaign.

WHAT THE GEL, a platform by ASICS is aimed at supporting the next generation of creators

We brought an exclusive experience to the heart of London in a unique warehouse space situated under a railway bridge in Shoreditch. As part of the campaign, Novelist also created a custom track for ASICS called “When I Step”.


Hosting the night will be a selection of ASICS ambassadors who embody ASICS' commitment to connecting artists that share the same values of a sound mind and sound body. Recent Mercury Prize nominee, Novelist, will lead the evening entertainment with his off the back of his breakthrough album, Novelist Guy.

Accompanying Novelist will be charismatic rapper Samwise, DJ duo POLYTHENE Audio System and House of Pharaohs. Not just focussing on the music, rising artist Ryan Hawaii will also be creating a unique instillation inspired by the ASICS Gel-Quantum range.

Drinks were provided by 808 Whiskey and Frontier across the evening.