Overview
ASICS · BRAND CAMPAIGN
ASICSBrandCampaign
Revitalizing ASICS for a New Generation
A global pitch won with a vision to redefine ASICS for young millennials and their evolving relationship with movement and wellness.
ASICS invited us to pitch for their global business, competing against SidLee and Hakuhodo. Leading the pitch, we successfully won the account with a vision to redefine the brand for a new generation.
The work focused on young millennials and their evolving relationship with movement and wellness.
Foundation
Brand foundation
A sound mind in a sound body, reimagined for a new generation.
At the core of ASICS is Anima Sana In Corpore Sano, Latin for “A sound mind in a sound body.” This philosophy has shaped the brand since its inception.
Founder Kihachiro Onitsuka believed that movement fuels both the body and the mind, a principle we modernized and reimagined through the “I MOVE ME™” campaign.
Movement became a personal declaration: bold, expressive, and rooted in the original ASICS philosophy.
Campaign
I MOVE ME™
A new expression of ASICS heritage for today’s athletes and creators.
Launch
Global launch
The beginning of a new era for ASICS.
The brand campaign launched at the IAAF in London, introducing the new platform on a global stage.
The “I MOVE ME™” campaign was a bold new expression of ASICS’ heritage, designed to resonate with today’s athletes and creators alike.
The brand campaign launched at the IAAF in London, marking the beginning of a new era for ASICS.