As Creative Lead for the BGN x ASICS collaboration, I oversaw the creative direction and narrative execution for a project that brought together sport, culture, and storytelling across both physical and digital experiences. The collaboration spanned campaign storytelling, visual production, and a large scale retail installation at Dover Street Market Tokyo, with each element designed to translate a unified creative vision across every touchpoint. The campaign generated over 10 million global views across digital platforms, drew more than 5,000 fans to the launch event, and earned features in Vogue, GQ, Vogue Japan, and GQ Japan, cementing the project as a landmark moment across the global sneaker, fashion, and cultural communities.