ASICS has launched a new global campaign called ‘It’s a big world. Go run it’. The new advertising campaign is designed to inspire all sportspeople to challenge their boundaries, explore new territories and discover the huge variety of ways to run. Whatever the terrain, distance or conditions, ASICS can take runners there, providing the right equipment for their needs.
The campaign, conceived by creative agency 180 Amsterdam, features a 60-second TVC, to be aired during headline sports events around the world. As well as a 90-second online version, the campaign will comprise print, outdoor, online, in-store and activations at marathons across the planet.
180 Amsterdam was tasked with championing the running heroes who consistently rise to the challenge and capture their relationship with ASICS, the brand that is always by their side, supporting them on their journeys, wherever they may lead.
This ambition has been brought to life with a bold new brand idea, ‘It’s a big world. Go run it.’ Throughout 2015, a number of compelling iterations of this messaging are being released, tailored to each area of ASICS’ multi-sport specialism, such as ‘It’s a tough game. Go smash it.’ in the world of tennis. A rugby-focused campaign is also in the pipeline for 2015.
The TVC was shot on location in New Zealand and VFX specialists MPC utilized cutting-edge CGI crowd replication technology Miarmy to create the dynamic crowd scenes.
Alongside a host of real running enthusiasts, cast from running groups around the world, the energizing TVC features six ASICS-sponsored professional athletes from various running disciplines: triathlete Gwen Jorgensen (US), 100m and 400m hurdler and sprinter Queen Harrison (US), 800m runner Ryan Martin (US), elite training and fitness athlete Rosario Rios-Aguilar (US) and elite trail runners Sissi Cussot (France) and Genis Zapater (Spain) alongside real running enthusiasts.
Katsumi Kato, head of ASICS global marketing division, said: “Our new advertising campaign signifies a major step in communicating the ASICS brand on a global level. This demonstrates ASICS is the leading running brand, inspiring and helping athletes of all ages and abilities to experience running in all its forms. We believe ‘It’s a big World. Go run it.’ will appeal to all types of runners, whilst also keeping the sport fun and accessible.”
Al Moseley, president and CEO at 180 Amsterdam said: “The eyes of the world are on ASICS in 2015 as the sports brand cements its position as the brand behind true athletes, all over the world. As an agency of runners and sportspeople, we know, first-hand, the incredible impact of ASICS and this has truly been a passion project for everyone involved.”