ASICS AYAMi Redefining Beauty

ASICS Europe is redefining beauty in the advertising campaign for ASICS AYAMi – a new range of women’s sportswear. AYAMi takes its name from the Japanese term for ‘feminine’, ‘colourful’, ‘design’ and ‘beauty’. The Spring-Summer 2010 collection is both stylish and functional, combining the technical needs of serious runners with the design cues of current fashion trends. Using passionate amateur female runners to front the campaign, the campaign recognises the effort, commitment, and determination of passionate runners while reinforcing how achievement, rather than the contents of a make-up bag, is a truer reflection of modern femininity and beauty.

ASICS AYAMi Charli Effort is Beautiful

The results are quite literally breathtaking. A fashion ‘studio’ backdrop was created in various outdoor running environments. After exercising in AYAMi gear the creative team photographed the women just as they stopped running. The resulting images show each woman cooling down and regaining their composure. Every bead of sweat, every flush of skin, every gasp of breath is 100% real.

ASICS AYAMi Kari Exhaustion is Beautiful
ASICS AYAMi Sofia Determination is Beautiful

From mid March a host of AYAMi initiatives will appear on the ASICS website, including a mix and match tool that enables users to customise their own outfits. The site will also feature campaign photographs and custom-designed product pages. The AYAMi movie is debuting on the ASICS website, before being seeded across major video websites.

ASICS AYAMi Mix and Match site


The AYAMi Beautiful campaign was developed at Amsterdam Worldwide by executive creative director Richard Gorodecky, creative director Andrew Watson, copywriter Gillian Glendinning, art director Jasper Mittelmeijer, planners Jonathan Fletcher and Ben Jaffé, senior producers Samantha Koch, Jordan Kelly and Marieke van Helden, account directors Paula Ferrai and Nicolette Lazarus and account executive Romain Lauby.

Brian Elliott, CEO of Amsterdam Worldwide, says: “The AYAMi campaign is a celebration of the joys of exercise. Recruiting real runners reinforces the brand’s athletic credentials. By asking them to demonstrate their passion, the campaign celebrates the positive emotions and feelings of running which help women to achieve a balanced, sound mind and body.”

Amateur runners Charli Croll, Sophia Teres and Kari Frette were photographed by sports portrait photographer, Robert Wilson. Print was produced at Catherine Collins Productions, London, by Sylvie Champenois.

Post production was done at Magic Group.