ASICS: I Move Me

Inspiring Movement That Connects Body and Mind

ASICS—built on the 70-year-old philosophy of Anima Sana In Corpore Sano ("Sound Mind in a Sound Body")—needed to evolve beyond its premium running brand identity to resonate with a new generation across the broader fitness category.

In partnership with Grammy-nominated DJ/producer Steve Aoki, the campaign launched with an anthemic 90-second film set to his new track "Kolony." The sensory piece explored the correlation between Aoki's music and movement, establishing a contemporary expression of ASICS' founding philosophy. The campaign featured Olympic athletes like Jordan Burroughs and Lolo Jones, fitness influencers including Kinjaz and Cobra Fitness Club, and everyday enthusiasts—each sharing how their unique movements helped them overcome challenges.

This 360 campaign spanned organic and earned content, influencer partnerships, outdoor advertising, media partnerships, paid digital media, and retail activations, coinciding with ASICS' NYC flagship store opening.

The Impact: 295MM+ earned media impressions, 50MM+ social media impressions with 2MM+ social interactions. The Aoki anthem film generated 29 million YouTube views (62% viewers aged 18-34). The campaign drove $1.6MM in revenue increase and a 35% rise in e-commerce sales—elevating ASICS to compete alongside top sneaker brands. Marketing Dive called it the brand's "most significant" marketing effort in two decades, with coverage spanning PR Newswire, Billboard, Footwear News, and FashionNetwork.

Role: ECD, Concept, Copywriting & Art Direction