After awarding the global account to Saatchi & Saatchi, ASICS was ready for a unified team of creative minds with fresh ideas to rally the brand. So we went back to where ASICS began. Latin for “A sound mind in a sound body.” And also the acronym for ASICS. Mr. Onitsuka founded ASICS on the principle that movement energizes the mind and readies it for life. A sentiment that we found a modern-day way to express with I MOVE ME™. The first work hit the streets of London for the IAAF World Championships, featuring athletes who’d overcome amazing obstacles to move.
I MOVE ME™ has now been picked up by every region globally. It’s unified the brand, been embraced by consumers on social media and started ASICS on a new, amazing chapter.
Art Direction - Concept, Directing | Visual Design - Print