Given the highly competitive industry as well as changing consumer behavior and consumption habits, ASICS knew they had to reinvent the I MOVE ME campaign was created to bring a contemporary look, vision and focus for ASICS – and be effectively incorporated into all aspects of business and consumer touchpoints. The integrated campaign focused around digital content and storytelling, influencer and media partnerships, in-store and offline activations, earned media as well as paid social.

It was essential to bring this campaign to life with someone who embodied the spirit and mission of the campaign and truly personified I MOVE ME. ASICS looked no further than the international DJ/producer and fitness fanatic, Steve Aoki. Aoki, who is of Japanese heritage, utilizes the power of movement to bring people together and embraces ASICS mantra of Sound Mind, Sound Body.

To officially launch the movement, we developed and produced an anthemic I MOVE ME hero film designed to introduce consumers to a refreshed and contemporary ASICS. Teased first on Steve Aoki’s social channels, the campaign and content rolled out across ASICS owned and other digital channels where the hero video received 25M views in three months. In addition, we created a strategic national media launch to communicate the new vision for ASICS in outlets that had never covered the brand prior, identified and executed media partnerships with WELL + GOOD, HighSnobiety, and Pitchfork to proactively connect with a new audience. To continue the launch and reach key influencers, consumer events were held during key moments such as a first of its kind ASICS Jump Room- a neon-lit installation inspired by Steve Aoki’s signature jump – to encourage the audience to engage with the I MOVE ME movement.

I MOVE ME marks ASICS’ most significant, fully-integrated marketing and brand effort in two decades aimed at connecting to new audiences. In the first three months of the campaign, ASICS saw significant impact for the brand against set metrics across reach, awareness and conversion.

• 1,301.6% BRAND INTEREST LIFT (Google): Best performing content in retail category

• 62% OF US USERS REACHED YOUNGER TARGET (YouTube): 42M unique users ages 18-34 in the US

• $1,619,893 REVENUE (Instagram / Facebook): Attributable revenue from paid social & direct response

• 90% OF OVERALL ENGAGEMENT & 36% OF PURCHASES BY YOUNGER TARGET: From paid social & direct response

• +295M EARNED IMPRESSIONS: Built new relationships and engaged with key media to help change the brand narrative, Message pull through and tonality was near 100% positive sentiment, Shifted perception with endemic media