01 Nov Asics Unveils Next Chapter Of I Move Me Campaign
Asics America Corp. debuted the next chapter of the I Move Me campaign in North America featuring two-time Grammy-nominated producer/DJ Steve Aoki and a new cast of storytellers from the worlds of music, sport, art and food. The new campaign builds upon its first iteration to explore the dynamic relationship between a sound mind and a sound body, the founding principal of the Asics brand.
The new cast join Steve Aoki, creator behind the I Move Me campaign’s first chapter, to explore movement from different viewpoints featuring stories from the likes of musician and producer Illmind, Asics sponsored track and field hurdler and decorated athlete Queen Harrison, celebrity chef Marc Forgione and renowned mural artist ELLE Street Art. These storytellers will lend their voices to share how they use physical movement as a catalyst for creative expression. Each story will seek to inspire and empower people to choose their own path towards a healthy and active lifestyle.
“Building on our launch of I Move Me in 2017, we are excited to debut the next chapter of the campaign with a new set of voices and storytellers,” said Sarah Bishop, vice president of marketing, Asics North America. “We have an amazingly talented group of individuals who highlight that strong connection of finding inspiration through fitness and movement.”
Additional influencers and Asics athletes will also share their own personal stories of finding inspiration through movement–including outdoor adventure photographer Mina Young Lee, actor and martial artist Marrese Crump, fitness guru Erin Bailey, landscape photographer Meeshuno and artist Dylan Gebbia-Richards. Asics Athletes will also participate in the campaign, including professional athletes and record holders Deena Kastor and Lolo Jones, decorated runners Sara Hall and Candace Hill and junior tennis champion Claire Liu.
The robust digital and social activation with long- and short-form video assets will live on Asics-owned and partner channels. It will highlight social media content from featured storytellers and paid media partnerships with Pitchfork, Live Nation, GQ Fitness, Healthyish, SELF and WIRED.
The campaign was created and executed by United Entertainment Group in New York City and directed by Honor Society director Ariel Danziger, who drives the fusion of culture and sport through kinetic, music-driven narratives.
video courtesy of Asics