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ASICS bridges sports and street culture with new HyperGELseries offerings

ASICS has launched two new additions to its HyperGELseries – HyperGEL-SAI and HyperGEL Kan – with the former meaning “colourful” and the latter meaning “sensation”.

Japanese Kanji characters “mind” and “body” are stamped on the left and right heel patch of the shoes respectively, symbolising ASICS’ fundamental brand philosophy of “A Sound Mind in A Sound Body”. The shoes were designed by Takayuki Ueda to be a bridge between sport and street culture, fitting easily into either a sport or street setting.

In a statement to A+M, regional brand and product marketing manager Roy Lan said ASICS will promote the new product offerings via social media and engaging relevant key opinion leaders. In ASICS stores, visual merchandising displays revolving around the HyperGEL-SAI will also take centre stage inside and on store windows.

ASICS works with MSL, Saatchi & Saatchi, Reprise and Initiative in Southeast Asia. In August last year, ASICS refreshed its brand message, identity, retail concept and integrated brand activation after 25 years. The hero brand message, I MOVE ME, taps into ASICS’ 70-year philosophy of the correlation between a sound mind and a sound body, and has been designed to inspire people of all ages and abilities to move more to enjoy the physical and mental benefits of exercise.

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