Asics announced a global partnership with The Walt Disney Company on a cross-media campaign tied to upcoming movie release, Disney·Pixar Incredibles 2. The goal of the campaign is “to get families moving this summer.”
Launching on digital channels in June 2018 and running throughout the summer, the movement campaign builds on Asics’ recently launched global brand campaign ‘I Move Me,’ which aims to inspire people to get active and move regardless of who they are and how they move. 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.
The campaign includes a series of digital content, in-store activations and limited-edition product. Asics will create a series of ‘super workout videos’ inspired by the powers of each of the Disney·Pixar Incredibles 2 characters, featuring a number of international Asics FrontRunners, the brand’s ambassadors of movement. The partnership will also bring the movement-driven campaign to Asics’ flagship stores across key cities in Europe.
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.”
Photo courtesy Asics