Sports performance brand ASICS has unveiled its latest campaign, which aims to motivate and inspire everyday sportspeople to achieve their goals and ‘Better Your Best’. The European campaign is part of a global strategy and builds on the 2013 ‘Journey of Improvement’ theme, which, according to ASICS, was the brand’s most successful campaign to date.
With an initial focus on running, the new ASICS campaign will also feature specific communication for triathlon & trail running and will develop product specific ads for these categories.
Better Your Best
For the first time, ASICS will launch a television commercial that focuses on performance enhancing apparel. The commercial is set to an upbeat soundtrack with a girl-meets-boy narrative. The above-the-line campaign features ASICS’ signature Muscle Support collection and highlights the importance that technical apparel plays in an athlete’s quest to better their best.
As part of the evolution, the 2014 campaign has a stronger and more powerful emphasis on the importance of product innovation and digital technologies to inspire, motivate and improve performance.
The year-long campaign will be delivered across a range of above- and below-the-line platforms including: TV and print advertisements, digital brand films, point of sale, event activation and online engagement. The brand also continues to build awareness of the online training tool, MY ASICS, creating ‘a fully integrated digital concept’.
The campaign explores the demanding path everyday sportspeople undertake to improve their performance and achieve their goals. As part of this theme, ASICS focuses on the importance of technology to stimulate, encourage and inspire athletes, and the role of product innovation in ensuring they can reach their goals.
Girl-meets-boy over Muscle Support
The TV commercial tells the story of a female runner displaying extra endurance as a result of wearing her Muscle Support apparel. The advert opens with a shot of a runner as she makes her way through a bustling city. She finishes in a quiet suburb and, from a nearby doorway, a mysterious male runner invites her to join him on a run.
Thanks to her ASICS Muscle Support gear, she is ready to go the extra mile. The commercial ends with the motto: ‘Run. And Run with ASICS Muscle Support Gear’.
Marathon campaign
The print and film campaign ‘We are Marathoners’ celebrates the passion, determination and dedication of marathon runners around the world. It explores the struggles, setbacks, energy and passion involved in running a marathon and calls on marathoners to unite together to better their best.
The campaign produced by 180 Amsterdam made its debut on TV and on digital channels from 1 March across Europe and will run throughout the year.
