Japanese sportswear brand Asics celebrates movement in its newest campaign.
The ‘Move your body, move your mind’ campaign embraces the idea that physical movement can improve mental wellbeing.
Devised in partnership with creative agency AGIT8, Asics believes its new campaign “challenges the toxic, win-at-all-costs conventions of sports marketing.”
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
The spot which is set in Tokyo reminds viewers that they “don’t need headphones to cancel the noise or a filter to see the world in a better light.
AGIT8 executive creative director, Gerry Human said, “Most sports brands make you feel like you need to run a marathon or break a record to be a winner. But this campaign flips that idea on its head.
“Shot in the vibrant streets of Tokyo and capturing moments of personal serenity in busy urban landscapes, we show that movement is a triumph in itself. Because when your body moves, your mind follows – and that’s when the real magic happens.”
Alongside the campaign, the sportswear brand will also launch a series of new products that prioritise sustainability and comfort.
The campaign will be rolled out globally across TV, print, digital channels, and social media platforms.
