After awarding the global account to Saatchi & Saatchi, ASICS was ready for a new North Star to align and rally the brand. So we went back to where ASICS began.
Anima Sana In Corpore Sano
Latin for “A sound mind in a sound body.” And also the acronym for ASICS. Mr. Onitsuka founded ASICS on the principle that movement energizes the mind and readies it for life. A sentiment that we found a modern-day way to express with I MOVE ME™.
The first work hit the streets of London for the IAAF World Championships, featuring athletes who’d overcome amazing obstacles to move.
After this campaign launched, I MOVE ME™ branded work started to appear around the globe.