Anima Sana In Corpore Sano means Sound Mind in a Sound Body. Movement connects our bodies and minds, letting us be our best selves.
ASICS wanted to bring its 70-year old philosophy to a new generation of fitness fans. They wanted to inspire people to move – in whatever way they wanted.
So, UEG strategically led ASICS Americas’ through a critical pivot and re-launch – evolving them from a running brand to a broader health and fitness brand. Through a partnership with Steve Aoki, we were able to create a 360 marketing approach inclusive of paid, organic and earned social content, media and influencer events, outdoor advertising, media partnerships, paid digital media and retail activations, including a flagship store opening.
We created an anthemic film to celebrate this new celebration of movement – I MOVE ME. Influencers, athletes, and everyday people shared how their unique movements helped them overcome challenges.
The #IMoveMe celebration led ASICS to be included in the same playing field as top sneaker brands – allowing ASICS to empower current fans and inspire new ones. We gained 295MM+ earned media impressions, 50MM+ social media impressions with 2MM+ social media interactions, a $1.6MM revenue increase attributable to paid social and a 35% rise in e-commerce sales.
I MOVE ME isn’t about being THE best, but about being YOUR best.