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Posted by: ASICS Oceania on 08/01/2017

ASICS new brand message: get moving!

ASICS new brand message: get moving!

Performance brand ASICS unveils a new global brand message, designed to get more people moving and reported to be the brand’s most significant marketing initiative in more than 25 years.

The brand refresh kicks off in London with the aim of getting the world moving, one city at a time.

This is reported to mark 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 energised through sport.

Reports Senior General Manager, Global Marketing Division, ASICS Corporation, Paul Miles, The hero brand message, I MOVE ME, 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 LA, is being unveiled across London from July 31, coinciding with the 2017 International Association of Athletics Federations world championships.


The creative roll-out coincides with the opening of ASICS’ largest flagship store on London’s swanky Regent Street, early this month, with all four of the ASICS brands under one roof for the first time.


Paul Miles says,“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.”


The campaign, developed by communications giant Edelman, includes research, consumer communications, event and athlete sponsorships, media partnerships, influencer engagement, social media, digital content, and experiential activations.

The London based programme and experiences are the beginning of a series of local initiatives that will be rolled out across cities around the world, including Oceania from today.