Asics "#IMoveLondon" by Edelman

Sportswear brand Asics is launching its rebrand with a global campaign called "I move me" that encourages people to of all ages and abilities to enjoy the physical and mental benefits of exercise.

The UK execution of "I move me" is called "#IMoveLondon" and encourages commuters to switch their train tickets for trainers with a series of online films.

The work, directed by duo A Common Future (Tom Elliott and Simon Reichel) through Unit9, explores extraordinary locations on Londoners’ doorsteps where people can improve their running, yoga, calisthenics, as well as the very trendy-sounding "urban athletics".

Asics’ campaign also includes sponsorship of the IAAF World Championships, creating a branded Spotify music playlist, and a Metro cover wrap.