Asics has signed up non-professional athletes to appear in its global TV campaign. The effort focuses on the work and dedication needed to become a top athlete.
The 'Made of Sport' campaign by 180 Amsterdam shows the challenges and demands facing elite and amateur athletes in a range of sports.
The campaign includes a selection of TV spots and double and single page print adverts. TV ads will be broadcast in Europe, Asia and Oceania and there will also be short films on the Asics website.
Michael Price, European marketing director at Asics, said: “We have decided to create a campaign that strips sport back to its true authentic meaning and taps into its real values; teamwork, sacrifice, sportsmanship and dedication.
“We feel our audience will relate much more to seeing the behind the scenes of elite sport and everyday athletes than they will to watching high-profile ‘celebrity’ athletes pose and posture.”
