by Larry Eder
RunBlogRun Opines: Asics has launched a rebranding effort, on a global scale, called “I Move me.” One of the most iconic brands in performance footwear, ASICS is a global brand centered on running and fitness. The authentic line from ASICS is amazing and running product and apparel has been a mainstay in North America, Europe and Asia since the 1948.
ASICS is also the IAAF footwear and apparel sponsor for the 2017-2019 time period, providing ASICS visuals in every IAAF major event, by dressing the officials, volunteers and signage for the ASICS brand.
Here’s one of the videos (full release below). In the video there is the aspirational view of running, almost a zen experience. Enjoy the current, focus on the movement, pay homage to the move. It is a notion that will appeal to young athletes.
ASICS is reaching out to young athletes in all sports. Their approach, to provide high quality, focused products for various activites, is what is making ASICS a big winner in the younger demographics.
The ads feature dramatic images, plus links, to video and astute use of multi platforms is the way media who get it approach the marketing conundrum. Higher household incomes, and enthusiasts use digital, social and print to reinforce their branding needs.
My only critique here is that, in searching for new consumers, ASICS has seemed to have forgotten the core runners who influence and have supported ASICS for seventy years. In a critical business channel for ASICS, they have been quiet to the running consumer. We hope with this new marketing assets, that they will reach out to the running community once again. Young consumers come to ASICS because of its authenticity. ASICS has earned their street cred due to spending seventy years on the roads, tracks and wrestling mats of the planet Earth.
The videos are short, focused and well produced. A nice addition to the ASICS zeitgeist. The rebranding work by Bruce Mau Design and the ad creative from Saatchi & Saatchi LA is a paradigm change for the brand. Their approach to ads in the past were the ‘Loneliness of the Long Distance Runner’ schtick or shoe porn, a lone shot of footwear in a killer scenic venue. This reason that this media works is the emotion that comes to play, and that many of the young consumers that see it may not have seen ASICS, which is a brand’s dream.
Here’s the release, in its entirety, plus links to the non-running videos (all pretty cool, but we speak running geek here).
Another example of “Move Me” campaign
Irvine, CA August 1, 2017 – True sport performance brand ASICS unveils a new global brand message, identity, retail concept and powerful integrated brand activation – the brand’s most significant marketing initiative to date. The refresh kicks off in London with the aim of getting the world moving, one city at a time. This marks an important milestone for ASICS as the brand sets out to communicate a contemporary expression of its founding vision and philosophy to a new generation of consumer; to bring people together and inspire them to be healthy, happy and energized through sport.
The new brand identity, developed in conjunction with Bruce Mau Design, is the most significant brand refresh ASICS has undertaken since the introduction of the ASICS Spiral logo in 1992. The hero brand message, I MOVE ME (trademarked), taps into ASICS 70-year philosophy of the correlation between a sound mind and a sound body, and has been designed to inspire people of all ages and abilities to move more to enjoy the physical and mental benefits of exercise.
The I MOVE ME creative, developed by Saatchi & Saatchi L.A., is being unveiled across London, UK, from July 31st across OOH and in stadium signage coinciding with the 2017 International Association of Athletics Federations (IAAF) World Championships, of which ASICS an official partner. The creative will then be rolled out internationally. The impactful key visuals and social content champion real people who demonstrate the positive impact movement has on their lives.
Anima Sana In Corpore Sano, meaning “A Sound Mind in a Sound Body,” is an old Latin phrase from which ASICS is derived and the fundamental platform on which the brand still stands. The company was founded more than 60 years ago by Kihachiro Onitsuka and is now a leading designer and manufacturer of running shoes, as well as, other athletic footwear, apparel and accessories. For more information, visit www.asics.com.
The stripe design featured on the sides of the ASICS® shoes is a registered trademark of ASICS Corporation.
The initial launch coincides with the opening of ASICS’ largest flagship store worldwide on Regent Street, London, on August 2nd. The new store will enable consumers to experience all four of the ASICS brands under one roof for the very first time.
“Over the past 70 years, we have built a powerful brand on a purpose that is literally engrained in our name; Anima Sana In Corpore Sano, a sound mind in a sound body. Now we are proud to be able to bring that purpose to life in a marketing refresh,” explains Paul Miles, Senior General Manager, Global Marketing Division, ASICS Corporation. “This is one of the most integral brand exercises we have ever executed with an inclusive creative concept that brings the brand and our consumers together unlike anything we’ve ever done before. It’s an approach with a purpose that we truly believe in, its more than just a brand campaign, it’s a mission to get people moving.”
The refresh is further brought to life in ASICS first ever fully integrated consumer communications campaign that brings the brand vision closer to consumers. #IMoveLondon is the first of many local manifestations of the I MOVE ME initiative in London. The campaign taps into local research analysing the positive impact movement can have overcoming the stresses of an urban lifestyle.
Seb Coe, IAAF President says, “With the IAAF World Championships coming to London from 4th to 13th August, it’s more important than ever to get the host city moving more. We’re extremely excited to work with ASICS on a campaign that will encourage Londoners to positively disrupt their everyday with exercise – even long after the Championships have finished.”
To find out more about I MOVE ME, visit ASICS at asics.com/imovelondon and asics.com/imoveme or follow #IMoveMe and #IMoveLondon on our social channels.
I MOVE ME Videos:
I Move London Videos:
Hero: https://youtu.be/s_GHOedHGzM
Calisthenics: https://youtu.be/u8R9PZ8fdQM
Urban Athletics: https://youtu.be/9qleqFfhC4g
Run: https://youtu.be/tNZygSSyqp0
Yoga: https://youtu.be/sR5qQI56AYU
About ASICS
Anima Sana In Corpore Sano, meaning “A Sound Mind in a Sound Body,” is an old Latin phrase from which ASICS is derived and the fundamental platform on which the brand still stands. The company was founded more than 60 years ago by Kihachiro Onitsuka and is now a leading designer and manufacturer of performance athletic footwear, apparel and accessories. For more information, visit www.asics.com. Follow @ASICSamerica on Facebook, Twitter, Instagram and YouTube for exclusive content and real-time news around ASICS products, events, and elite athletes.
About Bruce Mau Design
BMD (Bruce Mau Design) brands the mission of organizations shaping the future of their respective industries worldwide.Its clients and collaborators include the Victoria and Albert Museum, Sonos, GE, Unilever, The John F. Kennedy Center for the Performing Arts, Harvard University, University of Pennsylvania, Hollwich Kushner Architects, and dozens of others. The firm’s awards include a Cannes Lion, a D&AD Pencil, two Fast Company “Best Branding” awards, and three Core77 Design Awards. BMD’s thought leadership has been showcased at SXSW, the World Knowledge Forum, and at conferences and universities worldwide.
About Saatchi & Saatchi L.A.
Saatchi LA is known for creating compelling ideas, grounded in product truths and customer insights, honed by experience and brought to life by one of the most creative teams in the industry. The Saatchi LA office is the third largest in the global network of ideas company Saatchi & Saatchi, part of Publicis Groupe. For more information, visit www.saatchila.com.
If you would like to download the entire press release, click here: I Move Me_AAC_Final.pdf
