ASICS, the international sportswear company, is promoting running shoes in “My Running Partner”, a print advertising campaign being launched in March 2007.
My Running Partner has eight arms – a reference to the rowing fours team in the background
In 1949 Kihachiro Onitsuka took a good look around his native Kobe, Japan and came to a simple conclusion: the country’s youth needed direction. They needed a healthier, more positive lifestyle, a new sense of community, optimism and awareness. The best way to accomplish this he firmly believed, was through sport. So he started making athletic shoes in his living room, and set out to change the future one step at a time. In 1977, the Onitsuka Co. Ltd. became ASICS. The name, an acronym, derives from “Anima Sana In Corpore Sano”, a Latin phrase expressing the ancient ideal of “A Sound Mind in a Sound Body.”
My Running Partner makes me carry two plastic bags – a reference to the dog’s hygiene needs
My Running Partner is my evil twin
My Running Partner and I have never met
The ASICS advertising campaign was developed at VitroRobertson, San Diego, by executive reative director John Vitro, creative strategist John Robertson, creative dDirector Kent Thayer, art director Barry Brothers, copywriters Elliot Allen and Kent Thayer, with photographer George Fulton.
Shannon Scott, Sr. Manager of Marketing and Advertising describes this campaign as an evolution of their recent brand messaging, “Before we were the brand that was behind you all the way, motivating runners of all levels. Now, we want to be that partner running along side you, throughout your run, and as a part of your life.”
Ads are launching in the March issues of over 25 publications starting this March, ranging from traditional running books like Runner’s World, to fitness titles like Men’s Health and Shape to broader lifestyle pubs like GQ, In Style and Real Simple.