Asics launches global brand campaign

Asics has launched its 2015 global advertising campaign, ‘It’s a big world. Go run it.’, looking to inspire athletes to explore new territories and discover the huge variety of ways to run.

The campaign features a TVC which will air globally during headline sports events. In addition to this, there will be a 90-second digital version, as well as print, outdoor, online and in-store executions, and activations at marathons. The brand has called this campaign its “most ambitious” to date.

The TVC features runners of all ages, abilities and cultures challenging themselves on city streets, country roads, forest trails, snow, ice, and mountains - demonstrating the diversity of running and Asics’ equipment.

The advert creative starts with a single runner finding a ram’s horn on a deserted city street. As he blows into the horn, an alarming sound echoes through the streets. More and more runners emerge from roads, deserts, mountains and trails, gathering into running tribes. As the multitude of runners realise their achievement by reaching the summit of a giant mythical mountain, the sound of another ram’s horn echoes through the air calling them towards their next challenge.

The TVC promotes the diversity of running, with ASICS bringing every kind of runner together and encouraging them to push boundaries and achieve their goals.

Shot in New Zealand, the TVC features a host of ASICS sponsored athletes, including triathlete Gwen Jorgensen (US), 100m & 400m hurdler and sprinter Queen Harrison (US), 800m runner Ryan Martin (US), elite training and fitness athlete Rosario Rios-Aguilar (US) and elite trail runners Sissi Cussot (France) and Genis Zapater (Spain), alongside real running enthusiasts.

Watch the campaign here:

As part of the campaign, fifteen short films will also be released throughout the year, in which ASICS sponsored athletes discuss their training routines and diets.

Katsumi Kato, head of Asics global marketing division said: “Our new advertising campaign signifies a major step in communicating the Asics brand on a global level. This demonstrates ASICS is the leading running brand, inspiring and helping athletes of all ages and abilities to experience running in all its forms. We believe ‘It's a big World. Go run it.’ will appeal to all types of runners, whilst also keeping the sport fun and accessible.”

The 2015 brand campaign went live on 19 February 2015.

A specific tennis campaign, ‘It’s a Tough Game. Go Smash It.’, featuring tennis star Gaël Monfils, will be released in May and a rugby-focused campaign will be launched in the second half of the year.