“It’s a big world” ad jumpstarts Asics global brand campaign
Asics is ready for the world. The Japanese athletic equipment company, which manufactures footwear as well as sport equipment for a variety of sports, is gearing up to explore new territories to offer its products, primarily its line of running shoes. The company’s grand advertisement campaign kicked off last February, with the “It’s a big world. Go run it” television ad.
The 90-second ad shows a runner finding a ram’s horn on the street. After blowing the horn, other runners of different cultures and backgrounds emerge from different parts of the world—through mountains, trails, roads and deserts—and converge as one running tribe that reaches the peak of a mythical mountain. Upon reaching the summit, another horn sounds, signaling the call to answer another challenge.
The TVC encourages diversity in running, whether for sport or hobby. Asics intends to bring runners together, regardless of race or background, and inspire them to push their limits and realize their goals. The ad features United States runner Ryan Martin, sprinter and hurdler Queen Harrison, as well as trail runners Genis Zapater of Spain and Sissi Cussot of France, all Asics sponsored athletes. They were joined by actual running enthusiasts. Through the course of the year, 15 other ads will be released. In-store and online executions, print, outdoor ads, and marathons will also complement the aggressive marketing campaign.
According to the Katsumi Kato, Asics global marketing division head, the ad campaign, which has been their “most ambitious” so far, was a major step in signifying that Asics is a globally competitive brand, especially in running. He also said that the company aims to inspire all types of runners, from all walks of life, to experience running as an accessible and fun sport.
Several weeks after the ad campaign, Asics immediately opened its doors to India as the Mumbai marathon’s official sponsor. In the last few years, running has slowly gained ground in India as a sport. Rajat Khurana, Asics director in India, stated that while the company’s expertise is in footwear, especially in the running category, their accessories and apparel products will also take center stage. Asics will also cater to other sports, like tennis and volleyball, and cricket which is considered as India’s favorite sport.
Although Asics has yet to officially set foot in the Middle East, Sports Corner, the trusted name in sports apparel and products in Qatar since 1979, exclusively carries Asics products. One such product is the Asics Gel Saga. The Asics Gel Saga has a mesh and suede body for comfort and breathability. It also boasts of the shock-absorbing but lightweight Gel system technology that is exclusive only in Asics footwear. The Asics Gel Saga comes in several colors and is available in different sizes.
Asics, true to its aim, caters to a variety of sports enthusiasts, including kids. For a new generation who wishes to get into sports at a young age, Sports Corner recommends the Asics Gel-Galaxy 7 SL GS. Specifically designed for children, the Galaxy 7 has a Trusstic System that decreases the sole’s weight without compromising the structural integrity of the shoe itself. It also possesses the Rearfoot Gel Cushioning System that reduces shock during the impact of running or walking. The cushioning system also promotes effortless transition to mid-stance after running. Another shoes that demonstrates Asics’ engineering genius is the X-Caliber. Originally manufactured in 1982 as a running shoe, the X-Caliber has a distinctive midsole design. Flex canals found in the forefoot creates better movement, while air flex canals in the mid-shoe gives outstanding cushioning. Toes are also protected from injury from the sliding motion caused by running or walking through the shoe’s reinforced toe design. While it seems more like fashion statement, the X-Caliber’s zigzagged lace design, defined as “quadra-lacing” ensures a perfect fit for the wearer.
Finally, Onitsuka Tiger shoes are also available in Sports Corner. The brand, which is under the Asics Company after a merger in 1977, showcases somewhat of a different design but with all the advantages associated with Asics Footwear. The Onitsuka Tiger Sherborne, made exclusively for women, has a classic styling low-lying trimmed down style that is both ergonomic and fashionable for the wearer. The Sherborne can be used for casual running or to complete a laid-back ensemble for everyday use.