ASICS Corporation awarded global ASICS brand duties to San Diego-based advertising agency vitrorobertson, who has been the agency of record for ASICS America for 13 years. The selection was made following a six-month review process whereby a global marketing committee, consisting of four regional marketing leads, selected the American agency out of three other finalists, all global agencies.
The review process included two rounds of strategic and creative presentations as well as third-party consumer testing. The assignment was to bring ASICS corporate and founding philosophy, “Sound Mind, Sound Body”, to life: making it unique, believable and more importantly, relevant to sports-minded individuals around the world.
“It has been an amazing partnership working with vitrorobertson, helping us grow from a small running shoe company to now the number two running brand in the U.S [according to SportsOneSource reports].” says Gary Slayton, vice-president of marketing, ASICS America. “Weve entrusted them to make deep connections with our audience locally, and fully expect them to do the same globally.”
“We feel extremely honored being tasked with spreading the ASICS philosophy all around the world,” says John Vitro, Executive Creative Director. “Well be challenged with repeating the success weve seen in the U.S., but on a global scale. The time is perfect as ASICS has been gaining momentum in recent years, and is well-positioned to become an even stronger brand, and a more successful company.”
The new brand campaign will include global television, print and out-of-home, retail, digital, provide direction for local efforts including product advertising, and helping support ASICS numerous sports product categories.
“Our goal with the new campaign isnt to deliver on a particular medium,” said Tom Sullivan, president of vitrorobertson. “We believe in using a visual vocabulary to tell a story and garner a specific reaction amongst our desired audience. The ASICS story is all about humanity and the message we want to convey is about obtainability. Its about the love of sport and the pure benefits derived from participation.”