Asics, an official sponsor of the 2011 ING New York City Marathon, will
debut the first part of its 2012 national advertising campaign during race week, starting Oct. 31. Featuring the brand's new mantra “Stop at Never,” the campaign will evoke the passionate pursuit of athletic achievement that lives at the core of the Asics brand, its products and its athletes.
Asics said in a statement, ” 'Stop at Never' is more than just words, it is an instinct and an experience that will connect with athletes of every level to go further, run faster and perform better. Asics understands that each goal achieved motivates and encourages athletes to reach for the next one. To demonstrate this real and honest insight, the ING New York City Marathon campaign will feature photographs of real runners, in real marathons around the world, set against a bold, inspiring visual theme.”
Developed in collaboration with advertising agency Vitro, 'Stop at Never' will make its first appearance at the Asics Marathon Experience at Columbus Circle, a spectacular interactive and informative exhibit including over 600 linear feet of exhibits and displays. Asica' athlete and Olympic Marathoner Ryan Hall will be the face of 'Stop at Never' through videos of his training for the 2012 Olympics. Look for the campaign on the CNN digital board in Times Square, on 50-foot banners hanging in the Time Warner Center, and on bus wraps across the city. Overall, the brand's new look will reach 537 million advertising impressions.
“The ING New York City Marathon is the perfect stage to announce our new 'Stop at Never' mantra,” says Asics Vice President of Marketing Erik Forsell. ” 'Stop at Never' perfectly encapsulates the essence of ASICS and why Asics never stops innovating, developing new products and pushing the limits of athletic technology.”
The next roll out of the campaign will launch in early 2012 for television, digital media, print, social media properties and will incorporate key product messaging.
