Asics launches new video starring brand ambassador Helen Jenkins as part of its 'Journey of Improvement' campaign

Produced by 180 Amsterdam the video is set to debut today (Tuesday 5 February) and opens with an inspirational insight into Jenkins mindset; “I am made of getting up. Not staying down”, a reference to her 2006 Achilles injury.

The campaign itself aims to encourage sportspeople to learn from their setbacks and work hard to improve their performance.

Commenting on the new video, Jenkins, who has signed up as an Asics ambassador for the seventh year running, said: “The video is beautifully shot and really captures the stunning surroundings where I’m fortunate to train. Instead of presenting each discipline in chronological order, we decided to break it up throughout the piece to convey the countless hours of training it took to return from injury and come back stronger. With this in mind, I hope the video inspires others to achieve their goals in 2013 and better your best.”

The below-the-line campaign will be fulfilled via social media; in addition the sports brand has also developed a motivational Facebook application to link with the existing online training tool, MY ASICS, creating a fully integrated concept.