For 2011, Asics launched its ‘Sport Releases More Than Just Sweat’ advertising campaign, which is the largest global marketing initiative by the footwear company until this date. The all round campaign of radio, television, print and online is about letting go of negative energy and thoughts. The new campaign is an extension of Asics’ 2010 advertisements, and integrates the company’s philosophy and the acronym of the name Asics aka ‘Anima Sana In Corpore Sano’, which is Latin for ‘A Sound Mind in a Sound Body’.
The marketing initiative goes beyond running, and is a total concept of all sportive areas featuring shoes, accessories and clothing. The campaign shows that sport cleanses the mind and body of pollutants such as stress, insecurity or pent up aggression.
With the Sport Releases More Than Just Sweat campaign, Asics doubled its European media investments, and focuses on further establishing the brand worldwide. Besides media buys, the campaign has a strong online focus and TV visibility in Asics’ main markets including the UK, Spain, France and Germany.
Asics is founded by Mr. Kihachiro Onitsuka in 1949 under the name Panmure Co. He started the Japanese athletic equipment company on the belief that a happy lifestyle is achieved by health and fitness. It made fame with its Mexico 68 design. In 1977 Onitsuka Tiger merged with GTO and Jelenk to form Asics Corporation.