MUMBAI: Sports shoes and apparel company ASICS has launched its most provocative and inspiring brand campaign yet with ‘Want It More’ -- a direct call for all athletes to step up their training efforts and realise ever-greater achievement.
Creative execution for the campaign 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.
“With this campaign, ASICS aims to inspire and motivate athletes to reach their goals. 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 professionals with everyday warriors, and shares that spirit across the world,” said ASICS Corporation marketing division SGM Paul Miles.
Focusing on how far athletes across all sports -- and of all ages -- will go to reach their goal, the campaign is designed to support ASICS global strategy to expand its footprint beyond running and reach a wider, younger audience.
The campaign also paves the way for new product launches across multiple categories including Running and a new Training collection. Both will feature technological advancements from ASICS Institute of Sport Science, delivering improved performance, style and comfort.
Launching today at asics.com/wantitmore, the campaign kicks off with an open letter inviting the community of professional and amateur athletes to come together through their shared dedication to achieve a goal at #wantitmore. This fully-integrated campaign will publish across media platforms, including out of home, sponsored-events, multimedia, and major social media outlets.
From 1 March and throughout 2016, the digital platform will keep pace with the annual sporting calendar, and inspire the community to stay motivated during workouts via two key components.
As the year progresses, ASICS will shift from sponsored-athlete train-offs toward challenging the world to try and ’out-train’ its elite athletes.
