Agencies are currently involved in meetings as part of the review, which is being run out of the US, where Asics spends around $30 million on advertising.
The brand’s roster of agencies includes Vitro, the San Diego-based shop, which handles US and global advertising; 180 Amsterdam, which was appointed to oversee its global communications for the London Olympic Games earlier this year; and Dentsu, which looks after the business in Japan and Asia.
180 Amsterdam was hired by Asics after a pitch process in February. The agency won the advertising business after Amsterdam Worldwide resigned it in January, citing "strategic, creative and financial" differences.
Recent marketing activity for Asics includes a global campaign, with the tagline: "Sound mind, sound body." The positioning is a play on the brand name, which is an acronym of the Latin phrase "anima sana in corpore sano", meaning "a sound mind in a sound body".
As part of the campaign, a 30-second TV ad, which broke in the US in February last year, aimed to demonstrate "the cleansing power of sport" by showing a runner sprinting through walls of water.