Asics ties up with Disney-Pixar for Incredibles 2 fitness push

Sports brand Asics has teamed up with The Walt Disney Company for a family-fitness campaign to promote upcoming Pixar film Incredibles 2 and a range of limited-edition running shoes.

Asics' range of Incredibles 2-inspired footwear
Asics' range of Incredibles 2-inspired footwear

The multimedia campaign will span digital, in-store and video content. Building on Asics' "I move me" campaign, activity will centre on a series of videos using the banner "Asics FrontRunners", with each of the four films showing exercises that families can partake in, while also encouraging them to visit the Asics store and redeem vouchers.

Targeting "thousands of families", the campaign starts in June and will continue throughout the summer. It is designed to persuade people to get active by drawing parallels between real-life families and the fictional Parr superhero family from the Disney-Pixar property.

Store activations will commence in July. Asics shops in London, Paris, Amsterdam, Brussels, Barcelona, and Madrid will host FrontRunners running workout sessions. Going on sale the same month, the limited-edition footwear range comprises five custom running shoes inspired by characters including Mr Incredible and Frozone.

Robin Karakash, Asics EMEA's director of integrated marketing communications, said: "Around the world, rates of physical activity are dropping, especially amongst children, so our mission at Asics is to get generations of families moving more."

Last year, Asics named Saatchi & Saatchi as its global ad agency following the Publicis-owned agency's work on its "I move me" campaign.