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Gordon Young
Editor-in-chief at The Drum

Asics: I Move Me

Client: Asics
Date: Feb 2020
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Asics' 'I Move Me' Olympic campaign marks the company’s return to TV. The centerpieces of the campaign are two new TV spots that were concepted, scripted and produced by UEG (United Entertainment Group), Edelman’s entertainment and sports agency.

The fully integrated campaign, which will roll out over the next few months, highlights Asics’ team of athletes, both those who have been with the brand for years and some new faces. The content will showcase not only the brand's values and heritage, but also highlights of the athlete journeys as well as the latest innovation in products.

The lead-in brand video introduces consumers to a montage of 12 Asics athletes as they prepare and train for events in their respective sports with a powerful voiceover from Deena Kastor, the US women’s marathon record holder.

The second brand video champions Asics roster of female runners. It is intended to bring consumers on the emotional journey runners endure through a season of marathon training.

Both spots will debut during the US Marathon Trials on NBC.

Asics athletes featured in the campaign include: distance runners Sara Hall, Emma Bates, Deena Kastor, Lindsay Flanagan, Diane Nukuri, Diego Estrada and Clayton Young, wrestlers Jordan Burroughs and Adeline Gray and track and field athletes Kiara Parker, Kate Hall and Payton Chadwick.

Over the next few months, the brand campaign will continue to rollout across broadcast, digital and social channels. Activations and in-store events with Asics athletes, ambassadors and partners will continue to drive the brand’s message around key global sport and brand moments.

Asics is also a gold sponsor of the Tokyo games.




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