Asics Launches New Campaign With Flagship Store
ASICS has unveiled its latest campaign, while combining all four of its brands under one roof for the first time, after opening its largest global retail store on Regent Street, London.
Launching its new global brand message, identity, retail concept and integrated brand activation, the ‘I MOVE ME’ creative is being unveiled initially across London through a creative activation, OOH and in stadium signage at the IAAF Athletics World Championships, for which ASICS is an official partner.
Launched ahead of the global campaign, ‘#IMoveLondon’ is the first of many local manifestations of the I MOVE ME initiative – an “expression to inspire a new generation of people to move themselves more to achieve the physical and mental benefits of exercise,” according to the brand.
Beat the bus. Claim back your commute. Move your mood. #IMoveLondon. https://t.co/dMbfMVFsap pic.twitter.com/fo8FLaUj3y
— ASICS UK (@ASICSUK) July 30, 2017
Coinciding with the London campaign, the new flagship store near Oxford Circus will see its four brands – ASICS, ASICS Tiger, Onitsuka Tiger and Haglöfs – sold in one retail space under the ‘Sound Mind, Sound Body’ messaging.
The brand, which has made a multi-million Euro investment in the 840m2 store, has recently seen accelerated growth in the fitness market with an 18% increase of sales in ASICS’ own brand stores featuring its latest store concept, while apparel sales are also up significantly.
According to ASICS, the Regent Street space is one of many new openings as part of a global drive to create more physical brand stores in major city centres, including Berlin, Paris, Amsterdam, Tokyo, New York.
Alistair Cameron, CEO, ASICS EMEA, commented: “Our world is changing rapidly and our business is growing alongside this to become a leader in creating valued consumer connections. This store represents a statement that we are one brand that can deliver products for an active lifestyle and through our digital communities, apps and consumer interaction we will also inspire people to move, and enjoy the physical and mental benefits of exercise.”
Features within the new store include a ‘robotic shoe delivery system’, allowing customers to order product to be delivered to the shop floor. Alongside this are four ASICS Motion ID areas, which uses sensors to capture consumer’s posture and style of movement while they run on treadmills in the store.
Robotic arms have also been placed in the shop window, while kinetic lighting running parallel to the shop floor pulsate at the pace of a 100m sprinter’s heart-rate.
Over the next three years ASICS aims to grow from 26 stores to over 140 brand stores across EMEA.
Scott Wakefield, direct to consumer director, ASICS EMEA, added: “Our new Regent Street store is a beacon for the ASICS DNA. Through the innovative retail space consumers can physically interact with the brand witnessing the technology, breadth of product and ‘Sound Mind, Sound Body’ philosophy.
“We will take all of the positive elements of this state-of-the-art offering and translate it through further store openings across the globe, as well as, our shop-in-shop and e-commerce platforms. Direct to Consumer represents a strong part of the ASICS future and this is just the start.”
