Asics largest marketing initiative to date, entitled “Sport Releases More Than Just Sweat,” launches globally this month.
Created by San Diegobased creative agency VITRO, the new campaign furthers the concept of releasing negative energy and thoughts to overcome obstacles that normally would hold one back as was first introduced in the 2010 campaign. It also integrates the founding philosophy and the acronym for the ASICS brand name, “Anima Sana In Corpore Sano,” which is Latin for “A Sound Mind in a Sound Body.” As the largest marketing initiative to date, it has been expanded beyond just running into all areas of sport and incorporates footwear, accessories and apparel into one united effort.
“We're taking things to the next level,” says Gary Slayton, V.P. of Marketing Communications at ASICS America. “This is a new approach for us as a brand, using a single campaign, a single message, for all our footwear, apparel and accessories around the world. But this is an idea that has taken off, really speaking to all athletes, serious and casual.”
Visually, the campaign shows negative words such as “stress,” “fear,” “doubt” and “anxiety” literally shedding off the body during exercise, exemplifying the dynamic power of sport on the human spirit.
The ads further make an emotional connection by creating a feeling that the minute the heart quickens whether engaging in running, tennis, volleyball, or another fitness activity, those negative feelings just melt away. Launching in January 2011 around the world, placements will be featured in broadcast, print and online. In the United States the campaign can be seen on networks such as ESPN and Comedy Central and in print publications such as Men's Health, Esquire, Fitness and Shape.
