ASICS: I Move Me

A 70-Year-Old Philosophy Gets a New Soundtrack

ASICS was built on a philosophy most people couldn't pronounce — Anima Sana In Corpore Sano, "Sound Mind in a Sound Body." For 70 years, it had defined the brand. But ASICS was known as a premium running company, and running alone wasn't going to reach a new generation of fitness consumers. The brand needed to evolve beyond the track without losing what made it matter in the first place.

The campaign launched with an anthemic 90-second film in partnership with Grammy-nominated DJ and producer Steve Aoki, set to his track "Kolony." The piece explored the connection between music and movement — a contemporary expression of ASICS' founding philosophy. From there, the campaign expanded to feature Olympic athletes like Jordan Burroughs and Lolo Jones, fitness influencers including Kinjaz and Cobra Fitness Club, and everyday enthusiasts, each sharing how their unique movements helped them overcome challenges. The full 360 effort spanned organic and earned content, influencer partnerships, outdoor advertising, media partnerships, paid digital, and retail activations — all timed to the opening of ASICS' NYC flagship store.

Impact: 295M+ earned media impressions. 50M+ social media impressions with 2M+ interactions. The Aoki anthem film generated 29M YouTube views, with 62% of viewers aged 18–34. The campaign drove a $1.6M revenue increase and a 35% rise in e-commerce sales. Marketing Dive called it the brand's "most significant" marketing effort in two decades, with coverage across Billboard, Footwear News, PR Newswire, and FashionNetwork.

Role: ECD, Concept, Copywriting & Art Direction