ASICS America has experienced record growth over the past few years. To fuel their momentum, ASICS launched its most ambitious brand effort with their largest media spend in company history earlier this year.

Part two of this campaign, which will launch August 2006, will include National Print and outdoor in select markets. Continuing to build off ASICS’ brand equity of understanding runners better than any other brand, the creative executions tap into the unique and personal reasons people run. The campaign also utilizes an unorthodox visual strategy, with three distinct looks, tied together with subtle design cues and a consistent brand statement, “I’ll keep running”.

Shannon Scott, Sr. Manager of Marketing and Advertising, explains, “As we continue to grow, we want to reach all types of runners from the competitive runner to the casual fitness runner. To connect with these different people, we developed a campaign that incorporates different visual styles to target different types of runners.”

The print campaign from San Diego based agency VitroRobertson, will appear in more than 30 publications, ranging from traditional running books like Runner’s World to fitness titles like Men’s Health and Shape to broader lifestyle pubs like Oprah, GQ, Entertainment Weekly and Rolling Stone.

In addition, this August, ASICS America plans to fuel the success of the Onitsuka Tiger brand with the launch of its “Proverbs” campaign via San Diego-based ad agency VitroRobertson.

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.

The campaign will appear in non-traditional mediums and as full page print ads in underground publications including URB, Tokion, Giant Robot, XLR8R, and Metro Pop, appealing to a largely trend-savvy audience.