Asics welcomes new global brand portfolio

‘Anima sana in corpore sano’ might feel like a scrambled extract from the familiar filler text of modern typeset templates. Beyond lorem ipsum, however, the adage serves as the acronym for Japanese multinational corporation, Asics. Yet the statement’s translation, ‘a healthy soul in a healthy body,’ has led the sports brand to top rank amidst a pack of performance-driven competitors. Unveiling a new brand concept this week, Asics makes the recent decision to reposition itself, broadening its target customer demographic.

The refresh, created by Toronto-based design agency, Bruce Mau Design, is the first brand change Asics has taken in 10 years. Incorporating impactful visuals and a new adventurous colour preference, the update takes a step away from the ‘clinical’ design of previous years. Opening new avenues of growth, the refreshed brand direction sees Asics move beyond the running market, targeting an energised outlook on sports and aligning its marketing to promote the shift.

Using bold design and sharp images, the campaign manifests a bold decision from the sports brand. In 1992, Asics introduced its spiral logo, revolutionising its design culture and allowing for its marketing collateral to follow suit. The recent overhaul includes an integrated campaign, entitled ‘I MOVE ME,’ in collaboration with both Saatchi & Saatchi and Edelman. In a move to motivate and attract a diverse customer base, Asics developed the hashtag #IMoveLondon (localised in several global regions), promoting the proven health benefits of living an active lifestyle, especially in urban environments.

Paul Miles, senior general manager, global marketing division at Asics, says, “This is one of the most integral brand exercises we have ever executed with an inclusive creative concept that brings the brand and our consumers together unlike we’ve ever done before. It’s an approach with a purpose that we truly believe in, its more than just a brand campaign, it’s a mission to get people moving.”

With rollout beginning today, the brand update will be showcased at Asics flagship store on Regent Street, London. In collaboration with the IAAF World Championship, held in London from 4 to 13 August 2017, further campaign events will also take place in Queen Elizabeth Olympic Park and Clapham Common in early August.