True sport performance brand, ASICS aims to deliver its most provocative and inspiring brand campaign yet with ‘WANT IT MORE,’ a direct call for all sport enthusiasts to step up their training efforts and realize ever-greater achievement. Focusing on how far athletes across all sports — and of all ages — will go to reach their goal, the campaign is designed to support ASICS’ global strategy to expand its footprint beyond running and reach a wider, younger audience.
Importantly, the campaign also paves the way for new product launches across multiple categories including Running and a new Training collection. Both will feature technological advancements from ASICS Institute of Sport Science, delivering improved performance, style and comfort.
The worldwide campaign was filmed on location in South Africa, further strengthing and showcasing South Africa as a world-class sporting destination and training location.
Launching today the ‘WANT IT MORE’ campaign kicks off with an open letter inviting the community of sport enthusiasts to come together through their shared dedication to achieve a goal at #wantitmore. This fully integrated campaign will be published across media platforms, including out of home, sponsored-events, multimedia, and major social media channels.
From March 1st and throughout 2016, the ‘WANT IT MORE’ digital platform will keep pace with the annual sporting calendar, and inspire the community to stay motivated during workouts via two key components:
Fitter in :15 Campaign – Focusing on the hard work of training, the Fitter in :15 campaign will kick off on March 1 with a community-building effort featuring a collection of fifteen-second training optimization films that reveal different ways to take your workout to the next level. With tips and challenges from ASICS elite roster of sponsored athletes, experts, coaches and training influencers, these films will live on the ASICS Instagram account, offering a feed of useful content.
Train-offs – Emphasizing the competitive spirit in sport, the campaign will also feature ’train-offs’, short films in which athletes – from pros to influencers to everyday athletes –demonstrate how hard and far they can train, and then challenge each other to train-offs all posted to #wantitmore. As the year progresses, ASICS will shift from sponsored-athlete train-offs toward challenging the world to try and ’out-train’ its elite athletes.
‘WANT IT MORE’ taps into the heart and soul of the ASICS brand, encouraging athletes of all ages and abilities to push themselves to their limits in order to better their best. For over 60 years, the company has remained committed to youth and hope through sport by driving technological innovation that supports athletes’ tireless pursuit of continuous improvement.
“With this campaign, ASICS aims to inspire and motivate sportsmen and women to reach their goals,” said Sarah Mundy, Marketing Manager, ASICS South Africa. “We know success in sport comes from the human pursuit to take performance to a whole new level. Through this effort, ASICS celebrates the passion that connects professionals with everyday warriors, and shares that spirit across the world”.
For more information:
ASICS South Africa Twitter: www.twitter.com/ASICS_ZA
ASICS South Africa Instagram: www.instagram/com/ASICS_ZA