True sport performance brand ASICS recently unveiled a new global brand refresh that maybe the most significant for the brand in 25 years – the “I MOVE ME” campaign
The refresh kicked off in London with the aim of getting the world moving, one city at a time. This is an important milestone for ASICS as the brand communicates a contemporary expression of its founding vision and philosophy – to bring people together and inspire them to be healthy, happy and energised through sports.
The new brand identity was developed in conjunction with Bruce Mau Design. It is also the most significant brand refresh ASICS has undertaken since the introduction of the Spiral logo in 1992. The message “I MOVE ME” taps into ASICS’ 70-year philosophy of the relation between a sound mind and a sound body.
The creative roll out on August 2nd coincides with the opening of ASICS’ largest flagship store worldwide on Regent Street, London. The new store will enable consumers to experience all four of the ASICS brands under one roof for the very first time.
The refresh is further brought to life in ASICS first ever fully integrated consumer communications campaign that brings the brand vision closer to consumers. #IMoveLondon is the first of many local manifestations of the “I MOVE ME” initiative.
To find out more about I MOVE ME, visit ASICS here or follow #IMoveMe on ASICS’ social channels.