• Transform magazine
  • June 05, 2020


Asics’ digital campaign inspires customers to be active


Footwear company Asics has launched a new, digital campaign based on storytelling across Europe, the Middle East and Africa (EMEA.) The campaign, ‘I move me,’ aims to motivate people to get active and move, following Asics’ belief that ‘movement is a key to happier life.’

Netherlands-based brand communications agency Superlarge is responsible for the development of the content series on the back of the global ‘I move me’ campaign from global lead agency Saatchi & Saatchi. ‘I move me’ will be launched across all areas of the business by the integrated marketing communications team at ASICS, delivering a unified brand experience across all channels.

Alvin Chan, founder and creative director of Superlarge, says, “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!” says Chan.

The ‘I move me’ campaign plans to introduce nine inspirational stories from nine ‘movement ambassadors’ with content that has been specifically produced for each of its social platforms, delivering a different approach according to its different audiences.

The campaign will feature stories from well-known personalities, such as Welsh runner and shepherd Dewi Griffiths and international DJ and producer Steve Aoki. The stories display the original Asics founding philosophy, ‘A sound mind, in a sound body.’ Inspired by Greek philosopher Thales, the slogan suggests that mental health is directly connected to physical wellbeing.

Björn Hamacher, vice president of marketing of ASICS EMEA, says, “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.” 

A multimedia plan including a partnership with Eurosport TV has been scheduled across all platforms including social, print, OOH, integration at ASICS events, through the ASICS FrontRunner community and brand partnerships. ‘I move me’ will launch across 13 markets in EMEA, with over 1000 items of content, allowing Asics to reach over 400 million people.

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