DJ Steve Aoki Fronts Asics' Push to Become Health and Wellness Brand

Celebrity Turntablist Is First Non-Athletic Spokesperson for Brand

Published On
Oct 18, 2017

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Asics is trying to outrun the pack of rival activewear retailers with new branding that positions the Japanese footwear company as a health and wellness brand. The brand this week debuted "I Move Me," a new campaign that celebrates its diversity of products for a diverse range of people--including, but not limited to, athletes.

Celebrity DJ Steve Aoki is headlining the campaign, marking the first non-athlete spokesperson for the brand, according to Sarah Bishop, who joined as vice president of marketing for Asics North America earlier this year.

Asics worked with Saatchi & Saatchi, its global creative agency of record, on the "I Move Me" tagline and global positioning. United Entertainment Group handled North America strategy.

A new digital spot created out of United Entertainment Group and directed by T.J. O'Grady via Decon features Aoki and leans heavily on music and the power of movement. Olympic wrestler Jordan Burroughs and Olympic bobsledder and hurdler Lolo Jones will also be featured in the new push, among others.

"We have spent the last year and a bit redefining who we are as a brand and what we want to stand for," explains Bishop. "We need to modernize and evolve from being a footwear manufacturer to being a well-rounded health and wellness brand."

The athleisure space has grown crowded -- a trend that is only expected to continue. The news that Amazon is planning its own activewear line will also ramp up the pressure on brands including Asics, Under Armour and Lululemon. Bishop notes that a broadened appeal for Asics is key to the company's success, particularly with younger consumers. The new marketing is solely digital, and will include nine pieces of content coming online between now and the end of the year. "We're trying to recruit that yonger generation Z and millennial audience," she says.

Read more about Asics' marketing efforts here.