ASICS dévoile sa nouvelle campagne « Want It More »

Alors qu’ASICS annonçait récemment avoir acheté l’application Runkeeper, l’équipementier japonais a également dévoilé sa nouvelle campagne de marque.

Conçue par l’agence 180 Amsterdam, le nouveau slogan appelle les sportifs à dépasser leurs limites pour atteindre leurs objectifs et succède à la campagne « It’s a big world. Go run it » développée en 2015. Ainsi, la marque originaire de Kobe incite ses consommateurs à en vouloir plus, mais ce slogan dévoile aussi les intentions de la marque, bien décidée à séduire de plus en plus de runners, et notamment les femmes et les jeunes, ou encore les pratiquants de fitness, comme en témoignent les visuels dévoilés.

ASICS-2016-want it more

Au-delà des visuels, ASICS va bien sûr développer et lancer de nouveaux produits. Le fait que la marque s’attaque aux secteurs du fitness et du training semble augurer un virage stratégique pour la marque originaire de Kobe. Lancée aujourd’hui dans le monde entier, « Want It More » s’adresse aussi bien aux athlètes professionnels qu’aux amateurs, les incitant à partager leur dépassement de soi avec un hashtag dédié, #wantitmore.

La communication autour de la campagne sera lancée en France à partir du 1er mars, avec une campagne TV qui sera complétée par plusieurs versions digitales, avec notamment 15 vidéos de 15 secondes réalisées par des athlètes, influenceurs, ambassadeurs de la marque ou encore des coachs . Souhaitant proposer une véritable expérience aux consommateurs, ASICS a signé un partenariat avec Prepar, une société de coaching sportif, qui dispose d’une salle de training et a ouvert un corner éphémère au BHV pour une période de trois mois, qui va venir compléter l’achat de Runkeeper.

L’année 2016 est noué d’enjeux colossaux pour les équipementiers sportifs, avec notamment les Jeux Olympiques de Rio, surtout pour ASICS qui commence à lorgner sur la 3e place mondiale de Puma.

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