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For many Asics is synonymous with running. But now, the brand is hoping to stake a claim in the booming training category.

On Thursday, Asics will introduce its training line with a 60-second spot titled, “What’s Next?” The ad, created by agency Vitro, showcases a dozen elite athletes who pull up, push up, lift weights and sprint while carrying heavy objects or dragging parachutes. It will be accompanied by print and digital marketing, as well as in-market promotions, and is meant to introduce the idea that Asics is about more than just running.

Until now, the brand has been a bit player in the training space, controlling less than 1% of the $1.7 billion category, according to Matt Powell, an analyst with SportsOneSource. The training line includes six footwear styles and two apparel collections. Each style of footwear is intended for a different type of activity, such as short interval workouts, dance, barefoot training and variable training, like Crossfit.

Continue reading at AdAge.com