Asics Shifting Into Health And Wellness Brand With New Campaign
Asics is launching new marketing that "positions the Japanese footwear company as a health and wellness brand." Today the company is debuting "I Move Me," a campaign that "celebrates its diversity of products for a diverse range of people -- including, but not limited to, athletes." DJ Steve Aoki is headlining the campaign, "marking the first non-athlete spokesperson for the brand." A new digital spot "leans heavily on music and the power of movement." U.S. wrestler Jordan Burroughs and U.S. bobsledder Lolo Jones will also be "featured in the new push, among others." The new marketing is "solely digital, and will include nine pieces of content coming online between now and the end of the year" (ADAGE.com, 10/18).