Asics ad extols non-professional athletes

Be the first to comment

Asics, the sports footwear and equipment specialist, has signed up non-professional athletes to appear in its global TV campaign, which focuses on the work and dedication needed to become a top athlete.

The campaign follows a review of the Asics brand, which concluded it needed to push its credentials as a "true sports" brand.

The campaign, created by 180 Amsterdam and entitled 'Made of Sport', celebrates the athlete's journey to personal victory, including their early morning and the late night training.

It is running internationally across TV, print and digital. As part of the campaign, Asics has commissioned six short films in which individuals discuss their motivation to be the best and succeed.

The advertising campaign will run in January across Europe, beginning in the UK and Germany, on channels including Eurosport.

Follow John Reynolds on Twitter @johnreynolds10


Only £57 for 3 months

Includes every print & iPad edition, plus full access to Campaign online and other Brand Republic sites.


Campaign Jobs

Thousands of jobs across advertising, creative, marketing and media

Happy 12th birthday, Facebook - what's next for the world's most powerful tween?

1 Happy 12th birthday, Facebook - what's next for the world's most powerful tween?

The social network celebrates its latest birthday this week, and there is no sign that its dominance will dwindle any time soon, writes Daniel Price, head of social operations at Lost Boys.

The year ahead for advertising agencies

1 The year ahead for advertising agencies

The most successful businesses will be those that remove their self-imposed shackles and aspire to make culture, not just 30-second ads.

Just published