Asics America will undertake the largest media spend in company history when it launches two new ad campaigns in August. The first campaign will focus on the brands strength in the running market with national print and outdoor advertising in select markets. The creative executions tap into the unique and personal reasons people run all tied together with the brand statement, “Ill keep running”.
In addition, Asics will launch the “Proverbs” campaign for its Onitsuka Tiger brand. This new campaign features original art work from Japanese illustrator, Anna Tsubaki. The concept incorporates a Japanese wise-man character and authentic Japanese imagery with proverbial copy, creating a fictional brand ambassador for Onitsuka Tiger. This character is meant to encompass the originality and personality traits that have come to define the Onitsuka Tiger brand as a smart and fashion-forward brand.
Both the running and Tiger campaigns will be spearheaded by VitroRobertson, an agency based in San Diego.
