1、 I move me

In 2017, Japanese sports brand ASICS underwent a new brand upgrade and launched a global marketing campaign: 'I Move Me'.

This marketing campaign is arguably the newest marketing campaign undertaken since Asics introduced its spiral logo in 1992.

Through this marketing campaign, ASICS seeks to communicate to a new generation of consumers the brand's original vision and philosophy: "Anima Sana In Corpore Sano", which means that a healthy body breeds a healthy spirit.

Mr. Kihachiro Onizuka, author of "My Life" and Asics

Thus inspiring modern people - regardless of gender, age, or profession - to achieve a healthy, happy, and energetic life through sports. With 2020 being a big year for sports, the quadrennial Olympic Games are even more emotionally involving for all of humanity.

As the gold medal sponsor of the Tokyo Olympics, ASICS still joined hands with the 180 Shanghai team to complete the Olympic Games' campaign marketing campaign - [I MOVE ME].

2、Participate in a national team training session

Olympic race walking champion Liu Hong, the young triathlon national team. is the protagonist of this feature film.  

This time, we decided not to promote the "myths" of the Olympians, but to focus on their daily lives, their past, and even their failures. ......

Behind these Olympic athletes who reign supreme on the field, like every ordinary person, they are experiencing setbacks and indignities, standing up, falling down, and standing up again.

It's every day of every man's journey, and it's the ASICS philosophy of movement-- I tell my story, I move my body, I move me.

Liu Hong 

What they say about the road makes me even more sure of the way I'm going

Like a new-age working mom, the race is Liu Hong's life.

Married with children at the peak of her career, she chose to make a comeback in the face of skepticism.

The first race after his comeback, a world record was broken in one fell swoop!

There is one that is leading the way in life's journey, itself. 

national triathlon team

You can't be an iron man without details.

The iron man in everyone's eyes is just a myriad of details polished to a light over a long period of tenacity. 

Born in Hawaii, the sport of triathlon is one of the newest comprehensive sports competitions.

The race consists of three sequential events - natural water swimming, road cycling and road running - and athletes need to race the whole course in one go - the  

How to get in the car, how to change shoes, how to go through the corners ...... countless details superimposed on the final victory.

Just like the mundane everyday life of everyone who travels through the city. Those who care to polish the details ultimately define their own perfection.

shoot

A day of "training" with the national team.

With the story in mind, a marathon shoot began. After fine-tuning the script, the shooting locations were changed from Beijing and Tianjin to Xiamen and Hainan.

Xiamen Shooting

Time was compressed into just one day.

In the quest for the best presentation, there were four transitions a day from 5am until 2am the next morning.

The entire staff only had a little breather on the transfer bus.

Shooting in Hainan

A week of following the national team around in various natural outfits -

Dangerous curvy mountain roads, bridges in the morning mist, endless highways, woods, pools, stadiums, ocean ......

From early in the morning to late at night, still on the way to the next hotel at 3:00 in the middle of the night.

During the day of "training" with the national team, everyone becomes an iron man.

3、Swap Me Out & Run the Generals West

"Thanks to the times for empowering every runner to dream, respect and encourage in an exciting way".

As a team that has carried out full-case creative marketing for Asics for two consecutive years, from 2018 to the present, Asics has worked with Shanghai 180 to create creative marketing programs such as "Change Me and Go" and "Runner's Journey to the West", and combined them with the marketing nodes of new product launches of Asics. The marketing nodes of Asics' new product launches have been combined to create beautiful marketing battles.

In the minds of elite runners, Asics is the first choice of many international and domestic marathon runners.

Countless runners aren't just wearing it, they're becoming it and expressing it with every step they take.

When developing each new product, the first thing Asics considers is how to help runners better accomplish their athletic goals through different material designs in its products.

At the same time, we also see that the iteration of the youth market has a new interpretation of running itself, and the advantages of the elite runner circle established by Asics are being deconstructed in the new market circle. 

And that, in turn, is what we need to change.

STEP ONE: From "Run+Party" to "Change Me Up"

"We believe that in this world, people have the desire to change themselves, regardless of their age, regardless of their circle, regardless of their order of precedence, without exception. And the elites among them deserve to be the best promoters. Driving more young junior runners to start from 3km, 5km and run."

As a result, a "running party" named "RUN+" was quietly launched.

Asics first invited many elite runners to participate in the lead run, with celebrity support and art and food incorporated.

A nearly 1,000 people down, a lot of people through the Asics said, the original it is so young, it not only belongs to only for the marathon, leisure, play cool, is still it.

At the same time, a street campaign "Change Me with the Gods" was launched.

This time, the main character is the "bible" for runners - "What I Talk About When I Talk About Running".

It chronicles Mr. Haruki Murakami's decades of running experience, and it is the self-discipline for running that has influenced him to always keep writing as he has for decades. Let a group of elite runners take this book with them, put it in a backpack that shines even in the night, and go to meet runners to share the classic quotes in this book together.

Runners are all connected in spirit.

What Mr. Haruki Murakami was thinking during his run resonated with them at this moment, and they hoped that those who got the book could continue to run better and become the next "big god".

STEP TWO: One Side of the Soil, Running Will Go West 

Immediately after that, Asics turned its attention to the elite runners who have been following Asics, and the running spirit they represent deserves to be celebrated.

However, things always depend on an opportunity.

The Asics-sponsored Xi'an Marathon happened to be held in October, and the spirit of runners surged together in the thousand-year-old city.

And so, a word that had never existed before, ran into our world -

“Running General”

The first stop, Xi'an, thus raising the banner of "Runner's General".

The 180 Shanghai team first invited the world's top marathon running level champion coach - Kenyan coach Lucas - to conduct a month-long high-intensity training for the elite runners who came after heavy screening in a small mountain village at the foot of the Qinling Mountains.

Eventually, they wore running shoes loaded with the latest Kinetic Arc technology and marched westward to the Xi'an Marathon. And that's just the beginning. 

Runner's journey will continue in professional races, in deep cooperation with countless elite runners, and with the running spirit of ASICS.

4、After the "postponement" of the Tokyo Olympics

However, a sudden epidemic postponed the long-awaited Olympics.

Many planned projects were put on hold.

Even so, the spirit of "I MOVE ME" is always there!

March 8 Queen's Day, Liu Hong Times Women Speak Out - 

On Youth Day, May 4, three young athletes from the Triathlon National Team gave voice to young dreams - the 

Over the past year and a half, we have also been at a loss, at a loss.

But we are confident that this is an attainable goal that will eventually lead to all that we have been waiting for.

This is a brand full of running philosophy, this is a brand that praises every elite runner, this is a brand that moves every sports enthusiast, this is an emerging brand that aspires to be in line with the young era, and this is ASICS! I tell my story, I move my body , I MOVE ME.