ASICS CORPORATION 
www.asics.com
NEWS RELEASEHoofddorp, The Netherlands | 04 January
ASICS celebrates true sport values with evocative new advertising campaign
Leading sports performance brand ASICS has launched a new
international TV, print and digital brand campaign based
around the values of true sport.
The new campaign, created by 180 Amsterdam and titled 'Made
of Sport', celebrates the true sport athlete's journey to
personal victory. It celebrates the early mornings and the
late nights this commitment requires. It honours the athletes
who respect one another and cherish the challenges, demands,
passion and dedication that keep them pushing for rewards
more noble and valuable than fame and wealth.
The above-the-line campaign includes a selection of 60", 30",
20" and 6" TV adverts and double and single page print
adverts. There will also be a series of three minute
inspirational short films
- hosted on the brand's website. The campaign will be
broadcast in Europe, Asia (Japan, South Korea) and
Oceania.
Directed by Henrik Hansen, the campaign features a selection
of elite and amateur athletes including Olympians such as
American hurdler Lolo Jones, German Olympic champion
triathlete Jan Frodeno and French trail running champion
Emmanuel Gault. The campaign shows the hard work and training
that dedicated athletes undertake on every level. The
voiceover throughout the adverts makes evocative statements
about each athlete, including "I am made of all the days you
don't see. Not just the ones you do." and "I am made of
everything to come. Not just what has been."
At the end of each advert, the audience is asked 'Are You
Made of Sport?', inviting viewers to look into themselves and
evaluate their own true sport credentials.
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 running shoes, as
well as, other athletic footwear, apparel and accessories.
For more information, visit www.asics.com.
The stripe design featured on the sides of ASICS® shoes is a trademark of ASICS Corporation and is a registered trademark in most countries of the world
www.asics.com
Michael Price, European Marketing Director at ASICS said "We have decided to create a campaign that strips sport back to its true authentic meaning and taps into its real values; teamwork, sacrifice, sportsmanship and dedication. We feel our audience will relate much more to seeing the behind the scenes of elite sport and everyday athletes than they will to watching high-profile'celebrity' athletes pose and posture."
Al Moseley, Managing Partner and Executive Creative Director at 180 Amsterdam said "ASICS is reclaiming the idea of true sport, and giving it back to the everyday athlete. The campaign encourages the audience to ask themselves if they too are made of the dedication, commitment and passion that true sport athletes exhibit."
The print campaign shot by Ben Ingham includes images of
elite and amateur athletes training in sports such as
handball and tennis as well as road running and sprinting.
Christophe Lemaitre, Europe's fastest man, features in the
campaign with the statement, 'I am built of sweat. Not
swagger.' emblazoned across the image, Simon Wheatcroft, a
British blind runner has the uplifting declaration, 'I am
made of beliefs. Not barriers.' featured on his imagery.
Adverts have also been created for new key footwear and
apparel products, featuring slogans highlighting key consumer
benefits such as 'Made of Adaptive Support' for the new ASICS
GEL-KAYANO 18 and 'Made of Water Release' for the new ASICS
GEL-FUJI trail running shoes.
This campaign will be ASICS Europe's largest media investment
to date. The advertising campaign will go live across Europe
from the beginning of January 2012, starting in the UK and
Germany. The TV commercials have been pre-launched on
Eurosport and will appear on from 15 to 31 December in 59
countries, 125
million households.
Notes to Editors
The TV-commercial can be viewed at: http://www.youtube.com/user/ASICSvideo The 6 short films can be viewed at:http://www.youtube.com/playlist?list=PLB20E2F1763C1D0C0
For more information please contact: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 running shoes, as well as, other athletic footwear, apparel and accessories. For more information, visit www.asics.com.
The stripe design featured on the sides of ASICS® shoes is a trademark of ASICS Corporation and is a registered trademark in most countries of the world
www.asics.com
Serena Thynne
Pitch Media
+44 (0) 207 494 1616
Serena.thynne@pitch.co.uk
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 running shoes, as
well as, other athletic footwear, apparel and accessories.
For more information, visit www.asics.com.
The stripe design featured on the sides of ASICS® shoes is a trademark of ASICS Corporation and is a registered trademark in most countries of the world
| distribué par | Ce noodl a été diffusé par Asics Corporation et initialement mise en ligne sur le site http://www.asics.com. La version originale est disponible ici. Ce noodl a été distribué par noodls dans son format d'origine et sans modification sur 2012-01-05 07:13:30 AM et restera accessible depuis ce lien permanent. Cette annonce est protégée par les règles du droit d'auteur et toute autre loi applicable, et son propriétaire est seul responsable de sa véracité et de son originalité. |
| Documents associés | |
| New advertising campaign 2012, Made of Sport |
