• Brandweek, Tuesday, February 23, 2010 10:42 AM

Can I see a show of hands, please: How may of you knew that Asics is an acronym for the Latin phrase "Anima sana in corpore sano." And now for the Around the Net in Brand Marketing extra credit question: Can you translate that? Right! "A sound mind in a sound body."

Eleftheria Parpis reports that a new global campaign from the running shoe marketer will feature the "Sound mind, sound body" tagline in TV, print and online advertising. The "pervading" theme of the campaign is "the cleansing power of sport," writes Parpis, such as in a 30-second spot that shows a runner sprinting through walls of water as words such as "fear," "stress" and "doubt" fall away from his body.

"It's about shedding all those [negative] things on a daily basis when you get that moment to get out and exercise," says Gary Slayton, vp, marketing communications at Asics America. "It's all about perspective, and readjusting their outlook on their personal lifestyle."

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