ASICS / I Move Me

Inspiring movement that connects the body and mind.

ASICS the was built on the philosophy of Anima Sana In Corpore Sano latin for Sound Mind in a Sound Body. We partnered with ASICS North America to re-introduce this 70-year old philosophy to a young audience of fitness fans, and demonstrate that when movement connects the body and mind, we’re our best selves.

We saw an opportunity to stand out in the sneaker category by evolving ASICS from solely a running brand to fitness brand by making it inclusive to all fans of health and well-being.

Partnering with Steve Aoki, we created a socially-driven 360 campaign that included organic & earned content, influencer partnerships and events, and coincided with ASICS’ NYC flagship store opening.

The campaign launched with an anthem film featuring Steve Aoki which also debuted his new single ‘Kolony’ which explored his relationship with fitness and teed up individual stories of athletes, influencers, and everyday people who are changing the fitness landscape in their own unique ways.

Role: ECD, Concept
Created in partnership with UEG