ASICS Launches New Global Campaign Designed to Inspire and Equip Athletes to Improve

  ASICS Launches New Global Campaign Designed to Inspire and Equip Athletes to

2014 Campaign is an Evolution of 2013’s “Journey of Improvement,” Focusing on
             Product and Technologies that Help Athletes Advance

Business Wire

IRVINE, Calif. -- January 31, 2014

ASICS begins 2014 with the launch of a new integrated, multi-platform campaign
highlighting the brand’s “Better Your Best” mantra through inspiration and
continuous improvement. The 2014 campaign will have an even stronger and more
powerful focus on how ASICS products and technologies help athletes across the
board continue to improve in their sport. The year-long campaign contains a
mix of TV and print advertisements, digital brand films, point of sale, event
activation and online engagement to strengthen ASICS image as a True Sports
Performance brand.

ASICS 2014 Global Campaign (Photo: Business Wire)

ASICS 2014 Global Campaign (Photo: Business Wire)

“ASICS was born from Kihachiro Onitsuka’s persistence and determination in
crafting the perfect athletic shoe through innovation and continuous
improvement, and that foundation still holds true today,” comments Kevin
Wulff, CEO of ASICS America. “Athletes across the globe inspire us with their
consistent drive, perseverance and competitive spirit, and through this
campaign, we pledge to do just that for them, putting forth our efforts to
create the best performing product for their sport.”

The athlete’s path to improvement is demanding, requiring stimulation and
inspiration to keep them focused, as well as the best possible products to
help them perform. ASICS’ approach to the campaign communication is twofold:
deliver product leadership stories around key performance technology (GEL and
Kayano 20) and fuel inspiration by activating sport communities (marathon,
tennis, and triathlon). Key stories told within the campaign include the
following advertisements, TV spots and platforms:

  *GEL TV advertisement “Gotta Run” – A sport-obsessed athlete who simply
    can’t stop. He runs from sport to sport, from dawn to dusk, playing sports
    with passion in his various GEL equipped shoes. Thanks to GEL technology
    and innovation, ASICS continuously supports athletes of all sports by
    providing the best products for their needs.

  *The GEL-Kayano® 20 campaign – A celebration of the legendary shoe that has
    helped runners improve and set new personal bests for 20 years.
  *The Marathon Campaign – Reveals the unique passion and qualities shared by
    the select group of runners who have taken on the challenge of 26.2 miles.
    “We are Marathoners” is a print and film campaign that celebrates the
    special qualities, attributes and personalities of one of the world’s most
    selective groups.
  *The Tennis Campaign “Advantage, You” – Highlights ASICS athletes Gael
    Monfils and Samantha Stosur to amplify how tennis has become more
    demanding and that constant improvement to be the best requires
    extraordinary athleticism. Key tennis footwear is highlighted within the
    campaign, including the GEL-Resolution® 5, which offers high stability and
    good fit for a powerful open stance and flying jump stroke style.
  *Triathlon Video – Featuring 2012 Ironman World Champion Pete Jacobs and
    his wife Jaimi on location at their Noosa home, the video uncovers the
    insights and behaviors of a competitive triathlete as a way to demonstrate
    their unparalleled commitment while celebrating their unique passion.

International brand agency 180 Amsterdam designed and developed this
globalbrand campaignand ASICS America AOR VITRO will assist in expanding and
customizing this campaign to the US market. The overall platform is set to
launch the first week of February and will run throughout the year, including
multi-channel product launches specific to the North American market. To learn
more about the campaign, visit


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 shoes, apparel and accessories. For more information,

Photos/Multimedia Gallery Available:



ASICS America Public Relations:
Melinda Hutcheon, 949-266-7029
Noelle Novoa, 949-521-2866
Press spacebar to pause and continue. Press esc to stop.