Asics & Disney Team Up For Active Families
ASICS has announced a new global partnership with The Walt Disney Company, delivering a cross-media campaign to get families moving this summer, ahead of the release of family film, Incredibles 2.
With today’s population the least active in history, the latest partnership builds on ASICS’ recently launched global brand campaign ‘I MOVE ME’, which aims to inspire people to get active.
The partnership also complements Disney’s Healthy Living commitment, which seeks to help and inspire the whole family to be happier and healthier by eating better and being more active together.
Launching on digital channels in June and running throughout the summer, the movement campaign will be based on a shared mission of inspiring the whole family to get moving.
The campaign features the Parr family – the film’s family of hero characters – and movement influencers, with ASICS and Disney set to launch a series of digital content, as well as in-store activations and limited-edition product.
ASICS will also create a series of ‘super workout videos’ inspired by the powers of each of the Disney-Pixar Incredibles 2 characters; from super strength and stretch, to stealth, balance and speed.
Featuring a number of international ASICS FrontRunners, the brand’s ambassadors of movement, each video will provide fun and achievable exercises for families to replicate as well as opportunities to visit the ASICS store and receive ‘super rewards’ including certificates and incentives on exclusive products.
The partnership will also bring the movement-driven campaign to ASICS’ flagship stores across key cities in Europe with a number of in-store activations from the start of July. Stores in London, Paris, Amsterdam, Brussels, Barcelona and Madrid will feature a special super furniture set with ASICS FrontRunners running workout sessions.
Finally, ASICS will also release a range of limited edition Disney-Pixar Incredibles 2 x ASICS footwear for fans, featuring five custom running shoes inspired by different characters.
On the partnership, Robin Karakash, director of integrated marketing communications, ASICS EMEA said: “We are delighted to announce this exciting partnership with Disney-Pixar and Incredibles 2. Around the world rates of physical activity are dropping, especially amongst children, so our mission at ASICS is to get generations of families moving more and we are certain that we’ll be able to inspire thousands to move and enjoy the power of exercise.”
