ASICS is pumping some ‘60s
pep into its “Move Your Body, Move Your Mind” campaign. The athletic shoe brand is rolling out new spots that feature the Beach Boys’ “Good Vibrations” to support both
its tennis collection and its suite of running shoes. The latter features the new
Gel-Nimbus 28, the latest iteration of the shoe heavily marketed for its “cloud-like cushioning.”
The new ads come as the company continues to build on its substantial success in
the running category.
The brand is no stranger to the “exercise makes you feel good” message. The company’s 75-year-old name is an acronym for “Anima Sana In Corpore
Sano,” which translates to a sound mind in a sound body.
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But virtually every other athletic brand has adopted the same messaging, focusing on mental health, stress reduction and the joy
that comes from exercise.
The company says the new campaign elements are running on digital, social and broadcast channels, as well as in retail. And it plans to support the effort with
community activations.
But beyond those feel-good vibes, the company has plenty of running wins to brag about. Now in its 28th version, the new Gel-Nimbus is 20 grams lighter than
its predecessor, with enhanced cushioning and an update to its gel technology makes it more comfortable, too, the company claims.
"This campaign brings our founding principle to life in a way
that inspires everyone to experience the uplifting power of movement, because when you move your body, you move your mind,” says Gary Raucher, global head of marketing at ASICS, in the
announcement.
While performance running shoes are performing well for plenty of athletic brands, including Nike, On Running, and Hoka, the Japanese-based ASICS says its performance running
shoes, including the Nimbus, Blast and Kayano, are showing significant growth, particularly in Japan, Europe, and Southeast and South Asia.
In North America, where the company has been closing
underperforming stores, sales rose 10% in the most recent period.<