Barry Brothers
Creative Agency at elvis
San Diego, United States
Title8 Arms
Agency
Campaign My Running Partner - ASICS
Advertiser ASICS Corporation
Brand ASICS
PostedMarch 2007
Business Sector Sneakers / Athletic Footwear
Tagline sound mind, sound body.
Story In an effort to deepen its connection with runners, ASICS taps into the varying motivations behind what makes runners run by finding that often symbolic “running partner” and bringing it to life.



“My Running Partner” headlines this print campaign, with different executions targeted towards different levels of runners.



Along with bold, graphic headlines and a groundbreaking photography style, ASICS sets out to establish itself as a leading-edge running shoe brand, while understanding and inspiring runners better than any other athletic brand.



This campaign can be described as an evolution of ASICS' recent brand messaging,



Before ASICS was the brand that was behind you all the way, motivating runners of all levels.



Now, ASICS wants to be that ‘partner’ running along side you, throughout your run, and as a part of your life.



The campaign also includes a new tagline. “Sound mind, sound body” represents the philosophy on which ASICS was founded more than 50 years ago, and stems from the meaning behind the ASICS acronym, Anima Sana In Corpore Sano, which translates to, A Sound Mind in a Sound Body.
Media Type Print
Market Americas, United States
Copywriter
Art Director
Photographer
Other
Creative Director
Creative Director

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