Sneak Peek: ASICS Stop At Never

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ASICS is an acronym derived from the Latin phrase ‘Anima Sana In Corpore Sano’, which means ‘a sound mind in a sound body’.  The 2012 marketing campaign, Stop at Never, aims to now focus on the soundness of the product.

ASICS America has told us that the axis of the campaign will be a new website, launching April 1st, which will showcase the technological innovation that the brand represents.  We typically associate ASICS with an emotional brand tone, but as ASICS continues to evolve, they are moving decidedly toward a more direct competitive approach.  After all, we consumers are becoming quite savvy about product innovation and specifications, so it may serve ASICS well to keep the message of advanced technology in the forefront.

The new website will leverage video content to allow us a peek behind the veil of product development, to witness the rigor of experiments and testing that Spring 2012 products endured (e.g. the Gel-Kayano 18, Gel-Neo33, Gel-Exel33).   The ten featured videos are designed to be thought-provoking and compelling to watch, hopefully leaving us informed, entertained, and confident about ASICS product leadership.

A few still images that represent video content:

How much impact can a shoe with Gel cushioning absorb?

Can a form fitting shoe elevate your game?

Can a lightweight shoe offer a heavy dose of stability?

ASICS will extend the website activity with a series of consumer experiences and interactive exhibits during major athletic events throughout 2012.

As the Stop at Never campaign unfolds this Spring, we would love to hear what you think of it, and whether ASICS new product-focused direction influences your opinion of the brand.

For more info visit www.asics.com.