Ad of the Day: Asics taps Steve Aoki to get people moving to his electronic beats

DJ and electronic music star Steve Aoki’s beats move people – literally. Crowds go wild over his music, bobbing and moving with abandon. So it’s no surprise that athletic shoe maker Asics has enlisted the energetic musician for its latest movement campaign.

'I Move Me' debuts with a sensory film starring Aoki, set to his new ‘Kolony’ track, showcasing the correlation between his music and movements – along with the energy, motivation and passion he brings to all his encounters.

“My life is constantly shaped by being on the move,” says Aoki in the spot that features him training and running in Asics gear, and on location at the Steve Aoki residency at Hakkasan Las Vegas Nightclub.

The spot, by United Entertainment Group, invites movement, highlighting Aoki and others working out, moving to the beat and getting in mad shape. It helps redefine athleticism with its diversity of workouts, adding modern dance and a sense of play to powerful training scenes of boxing, beach workouts and gym hardcore.

Asics is using Aoki to help evolve its brand story, utilizing self-expression through movement colliding with culture and sport. It shows people moving to their passions, rather than just having a workout for the sake of working out.

The spot includes inspirational movers Kinjaz, Overthrow and Cobra Fitness Club, among every day, real people.

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Kyle O'Brien

I am a reporter for The Drum covering a wide array of topics but always trying to tell the best stories possible. I am a former west coaster from California and Portland, Oregon, now living in Pennsylvania — with time spent in NYC each week.

I also play saxophone professionally.

All by Kyle