Leading global sports brand Asics has appointed 180 Amsterdam to create yearly global advertising campaigns starting in January 2013.
180 has been chosen to drive awareness of the Asics brand globally and create an emotional connection with consumers around Asics’ ‘True Sport’ positioning. Asics is currently working with 180 Amsterdam on its 2012 international brand marketing initiative, covering Europe, Japan, Australia and Asia, but the agency won this new brief after a competitive pitch.
180 will now create global campaigns covering television, print, online and outdoor advertising as well as retail and event marketing and public relations.
180 Amsterdam managing director Kevin Dundas says: “180 Amsterdam and Asics have worked together in Europe for the past year. This pitch win provides the opportunity to extend our relationship to a global scale. The Asics brand has ambitious plans and is well poised in the marketplace, we are looking forward to playing our part.”
Katsumi Kato, Senior General Manager, Global Sales & Marketing Division, at Asics says: “180 really understands the Asics brand and our ‘Anima Sana In Corpore Sano’ – meaning a ‘sound mind in a sound body’ – philosophy. After the great creative work executed by 180 for our 2012 “Made of Sport” campaign, we really look forward to working together at the global level to strengthen our “True Sport” positioning all over the world.”
The confirmation of the Asics win is a big boost for 180 Amsterdam with Amsterdam (180 also has a California office) becoming the scene of an interesting creative struggle between 180 and Wieden+Kennedy Amsterdam which handles Nike.