Asics lance sa nouvelle campagne « I Move Me » à l’occasion des Championnats du Monde d’athlétisme

asics i move me

Aujourd’hui, ASICS présente sa plus grande initiative depuis 25 ans en renouvellant son message, son identité et son concept de vente dans le monde entier à travers une activation de marque puissante. Cette nouvelle campagne a pour objectif de faire bouger le monde, ville par ville et a commencé par Londres ce lundi 31 juillet.

A travers cette campagne, la marque japonaise s’inspire de l’expression contemporaine de la philosophie de son fondateur « Anima Sana In Corpore Sano : un esprit sain, dans un corps sain » auprès d’une nouvelle génération de consommateurs, plus jeunes, plus urbains. En effet le nouveau message de la marque, I MOVE ME, a été conçu pour encourager les hommes et les femmes de tout âge et de tout niveau sportif à bouger davantage pour bénéficier des bienfaits physiques et mentaux de l’exercice et de la pratique physique. 

Cette nouvelle identité, élaborée en collaboration avec Bruce Mau Design, est le plus grand renouvellement de marque qu’ ASICS ait entrepris depuis le lancement de son logo en spirale en 1992. L’initiative I MOVE ME, développée par Saatchi & Saatchi L.A., a été dévoilée à Londres à partir du 31 juillet grâce à l’affichage digital dans les rues et dans le Stade Olympique où se dérouleront les Championnats du monde d’athlétisme 2017, dont ASICS est partenaire officiel.

Le déploiement coïncide avec l’ouverture de la plus grande boutique ASICS au monde, sur Regent Street, à Londres, le 2 août. Le nouveau magasin permettra aux consommateurs de découvrir les quatre marques d’ASICS sous un même toit pour la première fois.

D’autres événements seront organisés à Londres en ce début du mois d’août. Evenements que vous pouvez retrouver sur la page I Move London, développée et mise en ligne pour l’occasion.


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