Asics is launching a new global advertising campaign entitled “Want it More,” which features real people pushing themselves hard to achieve their fitness goals. The campaign revolves around a 60-second TV spot on YouTube which links directly to a dedicated “Want it More” e-commerce area on the brand's website. The spot was directed by Henry Alex Rubin, the award-winning American documentary filmmaker. Rubin was nominated for the Oscars in 2006 in the Best Documentary category for Murderball, a documentary which featured quadriplegics playing full-contact rugby in wheelchairs. Asics said the new ad campaign aims to motivate and inspire athletes to reach their goals. The campaign has been created by 180 Amsterdam.

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