Asics America Corp. announced a new brand campaign and partnership with Grammy-nominated, DJ/producer, international entrepreneur and fitness fanatic, Steve Aoki, who serves as the face behind the “I Move Me” campaign in North America.
The new vision, comprised of digital videos, influencer partnerships (macro and micro), in-store and offline activations launched on Wednesday and will continue to roll out into 2018. This marks Asics’ most significant, fully integrated marketing effort in two decades. The campaign is designed to allow the brand to connect with new audiences in an ever-changing fitness industry and builds upon Asics’ core philosophy.
Rooted in the brand’s nearly 70-year philosophy of a Sound mind in a Sound body, the I Move Me campaign sets out to present a contemporary expression of its founding vision and philosophy to a new generation of consumers. I Move Me aims to bring people together and inspire them to be healthy and happy through movement.
“Asics stands for Anima Sana In Corpore Sano, a Sound Mind in a Sound Body and we are so excited to show the world a reimagined interpretation of that mantra,” said Gene McCarthy, President and CEO of Asics Americas, in a statement. ” I Move Me is more than a campaign. It is a movement representative of the evolution and growth of the Asics brand. We are setting out to reframe our narrative, deepen relationships with our core consumers and connect with a new generation of fitness minded consumers.”
The I Move Me campaign debuts with a sensory film starring Aoki, set to his new Kolony track, showcasing the correlation between his music and movements – along with the energy, motivation and passion he brings to all his encounters. Through him, the Asics brand story evolves and the film sets the tone for the new brand identity and philosophy – self-expression through movement colliding with culture and sport. The foundational narrative is interwoven with stories of other talented and passionate people including the inspirational movers, Kinjaz, Overthrow and Cobra Fitness Club, among every day, real people. This intersection will highlight the threads of similarity found in those that move with purpose by following their passions.
Shot in Aoki’s home in Las Vegas and on location in Los Angeles and New York, the film also features two of Asics sponsored athletes, four-time World Champion Wrestler and 2012 Olympic Gold Medalist, Jordan Burroughs (U.S.), and World Champion track and field athlete and bobsledder, and three-time Olympian Lolo Jones (U.S.), overlapping with the prominent DJ as he emerges during their normal training routines.
“I am really excited to work with Asics, an iconic Japanese brand,” says Steve Aoki. “My life is not only about music and fashion, but also fitness, nutrition and health. I’m really grateful for an opportunity to partner with an athletic brand that not only supports the same philosophy as me and allows me to infuse my DNA into the creative process, but is also aiming to inspire and encourage others.”
Digital collateral including social content featuring influencers pursuing unique methods of movement will be released throughout the remainder of the year and into early 2018. These vignettes focus on people and packs that are changing the way we see and experience fitness across the country to celebrate their individuality and inspire others along the way. The I Move Me campaign will continue to find even more ways to spotlight those who are using distinctive forms of movement and fitness to positively impact their communities and society as a whole.
“The new look and feel for Asics is in response to uniform marketing campaigns from likeminded brands in recent years but also the nationwide decline in sports participation in today’s youth,” stated McCarthy. A passion point for Asics and McCarthy, the brand has been involved with national organizations to promote active and healthy lifestyles for all.
“While other brands are saying – be like him, be the best – Asics is taking a different route at inspiring a new appreciation for movement for younger generations. That’s what ‘I Move Me’ is all about,” adds McCarthy.
I Move Me will also feature offline activations geared towards consumers, including special events at the upcoming opening of Asics’ 5th Avenue Flagship location in New York City, as well as in-store incentives and content.
United Entertainment Group, Asics America’s integrated marketing agency, led the North American campaign strategy and execution. UEG enlisted production partner DECON and Director TJ O’Grady Peyton to execute the film. Saatchi and Saatchi created the global I Move Me tag line.
Link to I Move Me film (90 second online version): Asics.com/imoveme
Photo courtesy Asics