Asics is starting a new global brand campaign focusing on everyday athletes. Showing the regular effort, dedication and team spirit of sportspeople, the campaign will use TV, print and digital media. Titled “Made of Sport,” it was created by 180 Amsterdam and will be broadcast in Europe, Asia and Oceania.
Meanwhile, Asics has announced an important new deal in the world of running. Next March 18, it will be the technical sponsor of the Honda Los Angeles Marathon for shoes as well as textiles.
Known also as the “Stadium to the Sea” race, the Los Angeles marathon became associated with Honda for the first time in 2010, attracting more than 26,000 participants. It thus qualified as one of the 10 major marathons in the world.
The Japanese company is already the sponsor of at least three other major marathons – those in New York, Tokyo and Paris. Asics will launch a limited edition of running shoes for men and women for the Paris Marathon, scheduled for next April 15. It will get a lot of visibility at the New York race next Nov. 4 as it will be broadcast live for the first time since 1993 on the ESPN2 TV channel in the U.S.
Asics is also going to supply apparel as well as footwear for Samantha Stosur, the Australian winner of the 2011 U.S. Tennis Open, under a new multi-year contract starting this month. The Australian champion, who also has a house in Florida, has been wearing Asics shoes for the last couple of years. Announcing the deal, Motoi Oyama, chief executive of Asics, pointed out that tennis is one of the key priority categories for the group's strategic growth program through 2015.