International creative agency, Amsterdam Worldwide, is set to unveil its latest campaign for athletics brand ASICS. Entitled Running Expansions, the visually stunning print and online campaign expertly showcases the brand’s world-renowned running shoes to a pan-European audience.
Launching in early February, Running Expansions targets committed runners and reinforces ASICS as the global running shoe category leader. In bringing these credentials to life, the creative team at Amsterdam Worldwide has focused on the innovative design details incorporated into all ASICS products – using an ‘expanded shoe’ visual. A one-minute film is the focus of the online campaign. The action begins in slow-motion; breaking down the individual elements of an early morning run. The hundreds of individual elements that make up an ASICS running shoe, in magnified form, are shown moving through a beautifully lit forest. The sneaker sections then fuse to form a complete ASICS shoe on a runner’s foot, before the film’s pace quickens and the athlete runs on into the distance.
The film will debut on the ASICS website before being seeded on Europe’s major video sharing sites, including Vimeo and YouTube.
The print execution centres on the expanded shoe image and is reinforced by the headline Technology that frees your mind – the rationale being that runners can enjoy the pure pleasure of their passion, thanks to ASICS’ focus on high performance technology and innovation. Additional messaging highlights the benefits of the ASICS shoe, referencing such features as the company’s patented Impact Guidance System®, which enhances the foot’s natural movement, and GEL cushioning technology, the most advanced of its kind.
Print ads will appear in major European sports, running and lifestyle magazines, such as Runners World and Run Today. The Running Expansions concept will also be repurposed for in-store promotion use across Europe.
Brian Elliott, founder and chief executive officer of Amsterdam Worldwide, said: “Until now the ASICS story was told via a series of product messages across numerous campaigns. We took a different approach with a campaign that affirms ASICS’ leadership story by illustrating the level of technical detail within the shoes themselves. The use of an expanded visual explores the shoe's advanced technologies, and perpetuates the idea that the whole is greater than the sum of its parts.”
Maximilian A. Keen, marketing manager for ASICS BV, said: “Over the past 20 years ASICS has led and become synonymous with technological innovation especially in the running category. These credentials are critical in gaining runners’ trust in the brand. We wanted to share with our runners the attention to detail that we put into each and every element of shoe design. This concept reaffirms why ASICS is No. 1 in running.”
Running Expansion will run in tandem with a global brand campaign that reinforces ASICS’ key philosophy – “a sound mind in a sound body”.
This is Amsterdam Worldwide’s second campaign for ASICS since the agency’s EMEA appointment in January 2009. Last year, the agency masterminded the Left & Right campaign for ASICS Sport Style, which included a multi award-winning blogger campaign. Later in the year the agency will also release campaigns highlighting the ASICS tennis range, and launch Ayami: a new line of work-out clothes which combine form and function.
ABOUT AMSTERDAM WORLDWIDE Amsterdam Worldwide was founded in 2008 by CEO Brian Elliott as a full-service, international communications agency. Amsterdam Worldwide has created highly original, award-winning work for some of the world's most respected brands, including ASICS Onitsuka Tiger, Chevrolet, Coca Cola, Heineken, IKEA, Mitsubishi, Opel, Sony Ericsson, Pernod Ricard and Panasonic. Amsterdam Worldwide's multi-cultural strategic, creative, digital, media and management teams work in collaboration with clients and agency partners to create highly effective, integrated pan-European and global campaigns. For more than nine years Elliott and his team has built passionate customer relationships, delivering results for clients who think big and are open to the innovative and unconventional.
ABOUT ASICS Anima Sana In Corpore Sano – A sound mind in a sound body. 60 years ago, in 1949, Kihachiro Onitsuka founded the forerunner of ASICS, Onitsuka Ltd., introducing its first pair of shoes. Since then a lot has changed, except ASICS’ commitment to offer the finest and most innovative sportswear products. Today, ASICS is represented on every continent. In constant dialogue with professional and amateur athletes, ASICS translates technology into sophisticated and functional products for a large number of sports. www.asics.com <http://www.asics.com/>
