The new ASICS campaign taps a cast of storytellers to share stories inspired by movement. It entails a robust digital and social footprint.
ASICS has introduced the next chapter of its I Move Me campaign in North America. Featuring renowned producer and DJ, Steve Aoki, and a new cast of storytellers from the worlds of music, sport, art, and food, it captures the founding principle of the longstanding sports performance juggernaut.
Structured upon the initial iteration to explore the relationship between a sound mind and body, the push examines movement from different viewpoints. The exercise tells the stories of key ambassadors like musician and producer, Illmind, and ASICS-sponsored track and field athlete, Queen Harrison.
The other featured representatives are celebrity chef, Marc Forgione, and mural artist, ELLE Street Art. Together, they will lend their voices and share how they use movement as a catalyst for creative expression. Each seeks to inspire everyday people to choose the path towards both a healthy and active lifestyle.
Additional influencers have joined the platform to convey their personal tales of achievement. These include outdoor adventure photographer, Mina Young Lee; actor and martial artiste, Marrese Crump; fitness guru, Erin Bailey; landscape photographer, Meeshuno; as well as artist, Dylan Gebbia-Richards.
ASICS brand athletes and record holders, Deena Kastor and Lolo Jones, have also hopped on board the initiative. They are accompanied by decorated runners, Sara Hall and Candace Hill, alongside junior tennis champ, Claire Liu. The effort was created and executed by United Entertainment Group in New York City, while directed by Ariel Danziger.
Robust digital and social activation with video assets will live on ASICS-owned and partner channels. They will highlight content from a host of featured storytellers. Key to the above layer are paid media partnerships with Pitchfork, Live Nation, GQ Fitness, Healthyish, SELF, and WIRED.
“We are excited to debut the next chapter of the campaign with a new set of voices and storytellers. We have an amazingly talented group of individuals who highlight that strong connection of finding inspiration through fitness and movement,” said Sarah Bishop, Vice President of Marketing of ASICS North America.