Japanese sportswear brand Asics has confirmed the appointment of Saatchi & Saatchi as its global agency of record. The account will be led by Saatchi’s Los Angeles and Tokyo offices.
Earlier this this month Asics and Saatchi launched ‘Wake Up’ as the brand’s “reset,” with its line “I Move Me”. This first surfaced in a summer campaign by PR firm Edelman’s creative agency for the London IAAF athletics World Championships. The aim is to attract a younger audience.
Asics senior general manager global marketing division Paul Miles says: “Asics was founded on the promise to get people moving for a better future. We are thrilled to bring that unique purpose to life with I Move Me for years to come. In Saatchi & Saatchi, we have found an outstanding creative and strategic partner to help define this message, inspire more people to embrace a physically active lifestyle and carry Asics into the future.”
Saatchi LA director of brand innovation Karl Dunn says: “When we started developing the creative for Asics we wanted to do something that would make the brand stand on its own, We mined through the ethos of the Asics founder Mr. (Kihachiro) Onitsuka and realized the message – ‘A Sound Mind in a Sound Body’ – that had originally been intended to resonate with a post-war Japan, was deeply relevant globally. It’s about recognizing that each individual holds the keys to getting the more out of life. When you move your body, you move your mind and unlock your potential.”