Using a multi-faceted approach, the campaign is designed to support the brand’s global strategy to expand its footprint beyond just running
Asics has rolled out a major brand campaign. Titled Want It More, it is designed to support the brand’s global strategy to expand its footprint beyond just running. In a bid to reach a wider and younger audience, its message aims to drive athletes to amplify effort, training, and achievement.
The marketing exercise endeavours to open the business up to new product launch opportunities across multiple categories. In 2016, the sportswear company welcomes a newcomer to its stable of brands across the running and training segments. Both will epitomise performance, style, and comfort.
Launching on 19 February 2016 across a dedicated microsite, the exercise invites fans to join the marque’s #wantitmore community in conjunction with their personal goals to excel and deliver better results. The initiative will entail television, outdoor, social media, and event sponsorship elements.
From 1 March 2016 to year-end, the campaign’s digital platform will keep pace with the annual sporting calendar, so as to inspire the community to stay motivated during their workouts via the two key components outlined throughout Asics’ latest advertising creatives and executions.
The first prong, Fitter in 15, focuses on the hard work of training and features a slew of fifteen-second training optimisation films which reveal different ways to elevate a workout to the next level. The videos offer tips and challenges from the brand’s elite roster of sponsored athletes, expert, coaches, and influencers.
Meanwhile, Train-offs, the second prong, emphasises the competitive spirit attached to athletics. Short clips will roll out to demonstrate useful techniques and drills. Eventually, the spots will shift from sponsored athlete train-offs to challenging the public to try and out-train Asics’ own athletes.
“We know success in sport comes from the human pursuit to take performance to a whole new level. Through this effort, Asics celebrates the passion that connects athletes of all levels, from professionals to everyday warriors, and shares that spirit across the world,” said Paul Miles, Senior GM, Global Brand Marketing at Asics.
The campaign’s creative execution was conceived by 180 Amsterdam. Chosen for his authentic and sensorial storytelling in sport, Academy Award nominated feature and documentary maker, Henry Alex Rubin, directed the films by tapping into the marque’s 60-year heritage.