ASICS races to greater sustainability with Spatial Realty Displays

Sportswear producer showcases latest footwear designs with Sony ELF-SR2 Spatial Reality Displays, reducing consumption of physical materials and reducing waste.

How we helped

The Challenge

• ASICS required sustainable solution to present new footwear products in retail stores while reducing waste

The Solution

• ELF-SR2 27-inch Spatial Reality Displays at ASICS flagship stores present 3D digital shoe models for a limited period

The Outcome

• Latest shoe designs are showcased to customers with less reliance on production of physical samples

A sustainable approach to innovation
Global sports brand ASICS was founded in 1949 with the objective of nurturing youth and the development of society through sports. Today, our founding philosophy of ANIMA SANA IN CORPORE SANO meaning A Sound Mind, in A Sound Body expresses the company’s goal for people around the world to live healthful, happy lives – both physically and mentally.

Underlining its belief in the importance of a healthy global environment, ASICS’ ‘VISION2030’ advocates the development of innovative products and services using environmentally friendly and sustainable methods. This VISION now extends to the company’s brand communications with the use of Sony Spatial Reality Displays as a tool to promote the appeal of new products while reducing sample waste.

Advanced 3D visualisation of new footwear samples
The challenge of creating digital footwear samples that accurately represent the actual product is described by Mr. Shintaro Nagata, a member of the footwear Digital Technology Team at ASICS. “Within my department that’s responsible for shoe development and design, we established a digital technology team in 2020. We began the task of creating digital samples that realistically represent shoes in digital space.

“Our primary goal was sustainability. By using 3D technology to create three-dimensional images of shoes, we aimed to reduce the production of physical samples. One day, while exploring opportunities to use these 3D models in sales and marketing, we received a proposal from Sony Music Solutions to use Spatial Reality Displays (SRD). Intrigued by their demo, we decided to explore initiatives incorporating 3D models together.”

Natural 3D images with no glasses needed
Sony’s ELF-SR2 Spatial Reality Displays (SRD) opens up exciting possibilities for creating and displaying 3D content. The 27-inch display offers extremely high resolution, bright, natural-looking 3D spatial images. Exclusive eye tracking technology senses the position of the viewer’s eyes, presenting immersive images from a wide range of viewing angles with no need to wear special glasses.

3D models showcase shoes’ inner structures
The display’s 4K resolution and subtle contrast adjustments allows details such as shoe shape and material textures to be realistically reproduced in 3D, including surface glossiness. The ASICS team was particularly impressed by the ability of the ELF-SR2 to display shoes at life-size with remarkable realism. “We decided to adopt the SRD, seeing it as a new way to make effective use of 3D models” states Mr Nagata. “Using SRD in showrooms or at PR events gives clients and end users an enhanced understanding of the shoes’ internal structures. This allowed us to repurpose 3D data created for development into other contexts effectively.”

Giving greater insight to store visitors
The ELF-SR2 has been used to promote latest models from the company’s METASPEED™ running shoe series at ASICS Harajuku Flagship and ASICS Run Tokyo Marunouchi stores. “While physical samples convey the appeal of the new products to store visitors, giving an understanding of the shoes’ internal structures is more challenging” explains Mr Nagata. “We showcased 3D models of shoes tailored for different running techniques, enabling comparison between their essential functions.”

Vertical display and gesture controls enhance user experience
While Spatial Reality Displays are typically angled at 45°, ASICS has opted to position the ELF-SR2 displays vertically. This makes more efficient use of retail store space, while maintaining excellent image depth and usability.

Viewing of the 3D models is further enhanced with an SRD-compatible app that allows gesture controls using Leap Motion hand sensors. “Sony Music Solutions supported us throughout the planning process” confirms Mr Nagata. “This included fixture production and UI/UX development. We’re grateful for their advice and assistance.”

Saving space and promoting sustainability
Using SRD to show beautifully realistic 3D models reduces the need to produce samples of all colour variations of a shoe for display in exhibitions and showrooms. “In the future, we believe that we will be able to exhibit all models in a space-saving manner” notes Mr Nagata. “Reducing the number of samples produced can further contribute to our goal of promoting sustainability.”

Saving time and enhancing quality
As Mr Nagata explains, ASICS is now also considering use of the display system in its product development process. “When reviewing initial designs with stakeholders, by showing them more realistic and detailed 3D models, we can expect to improve the quality of feedback. We also expect to shorten the process. For example, we currently produce physical samples two or three times during development, but by using SRD we may be able to skip a stage of sample production. As well as contributing to sustainability, this would also greatly reduce the time required for production that currently takes around a month.”