The Japanese company, Asics, which produces footwear and sports equipment has launched a new campaign to reinvigorate their brand and to win over new audiences. I Move Me is the name of this campaign and through this, the brand hope to pass a message to its customers.
“This brand has been quiet from messaging, communicating. Our goal now is to create a daily dialogue with consumers [But] people don’t care about your brand until they know what your brand cares about and we need to have that platform. [And] we need to expand the conversation to a newer audience“, explains Gene McCarthy, president and CEO of Asics Americas.
She continues that “I Move Me is more than a campaign. It is a movement representative of the evolution and growth of the Asics brand. We are setting out to reframe our narrative, deepen relationships with our core consumers and connect with a new generation of fitness minded consumers.“.
Asics have chosen the DJ Steve Aoki as the brand ambassador for this campaign. Despite his skills as a musician, Aoki said to WWD “My life is not only about music and fashion, but also fitness, nutrition, and health. I’m really grateful for an opportunity to partner with an athletic brand that not only supports the same philosophy as me and allows me to infuse my DNA into the creative process, but is also aiming to inspire and encourage others“.
The Japanese company, using the renowned DJ Steve Aoki as the face of this marketing campaign, hopes to plump in young consumers and a greater sport participation. Watch the campaign here.
https://www.youtube.com/watch?v=5ow6Rh-fFTE
#Peace.Love.IMoveMe
