Asics is attempting reach a wider, younger global audience beyond just running with its new ad campaign created by 180 Amsterdam.
The ‘Want It More’ campaign adopts a motivational approach to encourage professionals and amateur athletes to push themselves in pursuing their goals and adopts a rallying cry of do they ‘want it more’?
The global campaign launches today (18 February) and will run across print, outdoor, online, social, sponsored events and in-store executions.
A 60 second ad spot was shot by Academy award-nominated director Henry Alex Rubin and pushes the company’s ambition to be recognised as a leading brand across a wide range of different sports including boxing and rugby.
Paul Miles, Asics’ senior general manager for its global brand marketing division, said the campaign was aiming to “inspire and motivate athletes to reach their goals.”
Al Moseley, chief creative of 180 Amsterdam said: “This epic new campaign represents a bold step forward for ASICS. The brand’s dedication to athletes is famous and the challenge for 180 Amsterdam was to bring this spirit to life in a way that felt distinctly right for ASICS and would appeal to a wider, younger audience.”