A “Crime” is the result of talent, client, and Partner In Crime joining forces. This campaign with Asics marks the debut of Partner In Crime as a creative agency, overseeing not only talent management but also creative direction and full-service in-house production. Seven years ago, Kicki Yang Zhang signed with Partner In Crime, forging a strong alliance in both business and creativity. Their shared vision of a product creation with visual storytelling has come to life, with Asics granting them complete creative freedom for the campaign.

During the conceptual process, it became clear that Kicki’s versatility would be key to the partnership. The outcome showcases two of her many personas: her Shanghai self, with retro-futuristic pastels and silver, and her Berlin self, featuring an all-black look with silver accents. The designs reflect the cultural and personal influences that have shaped Kicki, presented in a fashion-forward campaign that honors the Asics motto derived from the Latin phrase “Anima Sana In Corpore Sano,” which translates to “sound mind, sound body.”