Moving changes you for the better. After you move, you always feel stronger and happier. -> #ASICS #IMoveMe
Kobe, July 31st, 2017 – Today, 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 in over 25 years. 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 energised through sport.
Last week K-Swiss launched a campaign rooted in entrepreneurship. ASICS is launching a new campaign this week and unlike K-Swiss their project is rooted in fitness and it looks like a very well conceived concept. My only issue is that the redesign of the color scheme on the site features a vivid, pastel blue and it doesn’t look very good. It’s an interesting approach to the brand as they pushed very hard earlier this year to crossover into sneaker culture via strong lifestyle issues like the ASICS Gel Knit and of course the classic Gel Diablo.
That transition into lifestyle fell short and saw their new items moved to sales racks quickly at retail. It’s only natural that one of the best performance running shoe companies moves back into familiar territory by creating a marketing campaign that features sport and movement as the foundation of the story they are building.