Sportswear giant Asics is continuing with its non-athlete marketing push unveiling US DJ Steve Aoki for its latest marketing venture.
The campaign, called ‘I Move Me’, is the work of New York agency United Entertainment Group and features Aoki talking about his incredibly busy DJ-ing life and all set to one of his own tracks called ‘Kolony’. Check out the spot below.
The idea behind the ad is to show people moving to their passions, rather than your typical sportswear ad that shows people on a dull run or down the gym. However, some are also suggesting that the brand, via Aoki, is trying to position itself among a cooler, young and dance crowd. Something other sports brands – Puma and adidas to name a few – have had limited success with.
Commenting on the new campaign, Gene McCarthy, president and CEO of Asics Americas, said, “Asics stands for anima sana in corpore sano, a sound mind in a sound body, and we are so excited to show the world a reimagined interpretation of that mantra.
“‘I Move Me’ is more than a campaign. It is a movement representative of the evolution and growth of the Asics brand. We are setting out to reframe our narrative, deepen relationships with our core consumers and connect with a new generation of fitness-minded consumers, ” he said.