Photo Credits: ASICS. YG Entertainment
The air in Seoul hums with a rhythm all its own: kinetic, glamorous, endlessly renewing. It is in this current that Lee Sung Kyung manifests—a modern muse, a woman who moves not only with grace but with conviction. This August, the actress-model steps into a new kind of spotlight as the official ambassador of ASICS’ I MOVE ME campaign, a global narrative that redefines what it means to live beautifully, healthily, and most importantly—fully in motion.
The Elegance of Vitality
Lee Sung Kyung has long been hailed as a figure of duality. On-screen, she is magnetic: luminous eyes, a presence that flickers easily between fragility and fire. But behind the lens, beyond the couture and velvet red carpets, she reveals something far rarer—an intimate devotion to wellness as lifestyle, not trend. Exercise is not her regimen; it is her ritual. Movement is her grounding force.
It is this outlook—joyful, unpretentious, and radiant—that makes her a natural partner for ASICS. The campaign’s central mantra, a healthy mind in a healthy body, is not just a motto engraved in the brand’s DNA since its spiral emblem was first imprinted in 1992; it is a philosophy. A timeless one. To look at Sung Kyung is to see it alive: a woman embodying resilience but illuminated by levity.
ASICS: Philosophy in Motion
To understand I MOVE ME is to understand how wellness itself has evolved. No longer confined to gym walls or performance tracks, its ethos belongs to the streets, to daily rituals, to the simple—and profound—act of moving with joy. Since the 1970s, ASICS has been crafting its brand not simply around product, but philosophy. A shoe is no longer “just a shoe”—it becomes the vessel through which energy flows, a talisman for the discipline and delight of living actively.
In its latest chapter, ASICS reaches beyond athletes to speak to a generation that views health not as hobby, but identity. A movement that is as much about community as it is about individuality; as much about feeling alive as it is about looking alive.
A Cultural Moment
The unveiling of the Autumn/Winter collection at Lotte’s Iconic space earlier this month signals a tactile extension of this reinvention. Minimalist in form but maximalist in spirit, the pop-up serves as both store and stage—a crossroads where sport becomes fashion and lifestyle blends seamlessly into culture.
On August 24 in Cheongdam, the pop-up will transform once again, this time as host to the campaign’s heartbeat: Lee Sung Kyung herself. Expect a gathering not merely of fans but of visionaries, tastemakers, and the wellness-curious who will witness I MOVE ME refracted through Sung Kyung’s unique prism of grace and spirited warmth. Her appearance is not a cameo. It is a culmination—a live embodiment of everything the brand has built toward.
The Face of a Movement
Why Lee Sung Kyung, and why now? The answer lies in resonance. In a cultural climate obsessed with speed and performance, she offers something softer but no less powerful: balance. She is aspirational, yes, but not unattainable. She reminds a generation that wellness is not an aesthetic, but an inheritance—accessible, empowering, alive in every step.
Her persona seamlessly aligns with ASICS’ evolving vision. Together, they chart new terrain: where the sneakers we lace up become vessels for vitality, and campaigns like I MOVE ME take on the weight of cultural manifestos.
A Manifesto of Motion
The true brilliance of this partnership is not in marketing, but in meaning. To move is to exist fully. To move with intention is to thrive. As Lee Sung Kyung steps into Cheongdam this August, she does not merely represent ASICS—she embodies it. She is not a brand ambassador. She is proof of philosophy in motion.
“When philosophy meets style, the body becomes the ultimate couture.”
Fashion Director 서지현
Digital Director 송예인
Photographer 윤송이
Hair 하민 by 빗앤붓
Makeup 이영지 by 우선
Nail 김수지
Stylist 박정용
Assistant 이예은
Art designer 장석영
Sponsored by @ASICSKR
Fashion Director: Seo Ji-hyun
Digital Director: Song Ye-in
Photographer: Yoon Song-i
Hair: Ha Min (by Bit & Brush)
Makeup: Lee Young-ji (by Woo-sun)
Nail: Kim Su-ji
Stylist: Park Jung-yong
Assistant: Lee Ye-eun
Art Designer: Jang Seok-young
Sponsored by: @ASICSKR
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