Asics Launches New Brand Campaign
ASICS has launched its new brand platform I MOVE ME across EMEA, a fully integrated digitally-led campaign built around storytelling.
Over the coming three months, the I MOVE ME campaign will launch with nine stories, from nine ‘Movement Ambassadors’ tailored specifically for Facebook, Instagram, Snapchat, Spotify and others. Each platform will publish tailored content, targeted at different demographics.
The content series features stories taken from a cross-section of society and athletes. Each individual has a personal story to tell of how movement has affected their life, the personal hurdles or societal judgement they had to overcome and what movement has given them, showing that movement helps lead a healthier, happier life.
The campaign kicks off with ‘Food & Lycra’, bloggers who feature in the first set of content, that want to take the pressure away from unhealthy relationships with food and fitness seen on social media.
Other features include Welsh runner and shepherd Dewi Griffiths who shocked the running community by becoming the fastest UK marathon runner since 2014.
DJ and producer Steve Aoki also features, discussing how balancing mind and body is vital. Aoki will also feature in the ASICS HYPERGEL-KENZEN campaign, introducing a new line of footwear.
The campaign will continue to grow in each region through local ambassadors and in each of ASICS’ brand stores, running across 13 markets in EMEA, with over 1,000 items of curated content.
Through the content ASICS aims to connect with its core audience of runners, performance athletes and inspire a new generation of movers to join the brand.
The content series was developed by brand communications agency SUPERLARGE on the back of the global I MOVE ME campaign from global lead agency Saatchi & Saatchi. I MOVE ME will be brought to life across all areas of the business by the newly established Integrated marketing communications team at ASICS.
Björn Hamacher, vice president marketing ASICS EMEA, commented: “I’m extremely excited for ASICS to bring its unique DNA to life with the most inspiring and integrated campaign we’ve ever produced. At ASICS our mission is to get the world moving and with this campaign we empower personal movement, encouraging you to get the most out of life. We believe that a sound mind fuels a sound body, and we aim to inspire and encourage as many people as possible to do what they love to do in their own personal way.”
Alvin Chan, founder and creative director of SUPERLARGE added: “We had a great brief to discover and share the true motivations and drive behind why athletes do what they do. It was really refreshing and inspiring to find out from our various movement ambassadors that there was no such thing as the right way to move, just as long as you do. This creative platform is powerful in its honest portrayal of how movement leads to a happier life. We’re pleased to help ASICS launch a campaign that’s true and human; in contradiction to the over-hyped, music-video, sports superhero content out there. Hopefully, it motivates people to get up and start moving!”
