Asics Pivots From Shoe Company to Health and Wellness Brand
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Asics is trying to outrun the pack of rival activewear retailers with a new branding that positions the Japanese footwear company as a health and wellness brand. On Wednesday, the brand is debuting “I Move Me,” a new campaign that celebrates its diversity of products for a diverse range of peopleincluding, but not limited to, athletes.
Celebrity DJ Steve Aoki is headlining the campaign, marking the first non-athlete spokesperson for the brand, according to Sarah Bishop, who joined as vice president of marketing for Asics North America earlier this year. A new digital spot leans heavily on music and the power of movement. Olympic wrestler Jordan Burroughs and Olympic bobsledder and hurdler Lolo Jones will also be featured in the new push, among others.
“We have spent the last year and a bit redefining who we are as a brand and what we want to stand for,” explains Bishop. “We need to modernize and evolve from being a footwear manufacturer to being a well-rounded health and wellness brand.”
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