ASICS chooses inspiration

ASICS launches a multi-platform –TV, print and digital – campaign, to motivate sportspeople to set and achieve their sporting goals this year.

The new campaign, created by 180 Amsterdam and titled 'Journey of Improvement', encourages athletes to strive for improvement in their sporting pursuits.

Says Sam Chew, Senior Marketing Manager at ASICS Oceania, “As an evolution of our 2012 campaign 'Made of Sport', this year's execution will focus on the athlete's journey of self-discovery and improvement.”

The above-the-line campaign includes a TV advertisement in 60”, 30”, and 20” edits plus a series of brand and product print spaces.

ASICS will produce evocative athlete films to be used below-the-line and has developed a motivational Facebook application, to link with the existing online training tool, MY ASICS, “creating a fully integrated inspiration concept,” says Chew.

The campaign will run in Australia, Europe and Asia.

The fast tempo TVC directed by Kim Gehrig shows a young female runner chasing after another female runner (whose face is obscured by a hooded top) across different terrain and through different seasons.

Eventually she not only catches up with the runner but also passes her. As the young woman passes the runner she has been chasing, the audience sees that she has been chasing herself.

Through hardwork and dedication, she has managed to surpass her previous best.

The TVC premieres in Australia this week and will launch across Europe from the end of January.

• The Facebook application (MY ASICS) helps athletes to reach their sporting goals through training, motivation and support, harnessing the power of the athletes' social network to inspire them to train, get support from friends and family, log their progress and ultimately reach their goal: a complete sports diary.

The new Facebook application will feature motivational messages from brand ambassadors at key milestones and offer tips on how athletes can train better.

Plus a series of inspirational short documentary films featuring elite and amateur athletes, including local and international athletes, says Chew.

Each film will cover a different element of an athletes' 'journey of improvement' and be launched throughout the year, all hosted on the brand's YouTube channel.

Says Sam Chew, “We have created a campaign aimed at encouraging, motivating and assisting athletes on that journey of improvement.”

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