Launching a global tagline

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™.

With I MOVE ME™
ASICS was ready to move

The first work hit the streets of London for the IAAF World Championships, featuring athletes who’d overcome amazing obstacles to move.

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NOW TO WAKE UP THE WORLD

After this campaign launched, I MOVE ME™ branded work started to appear around the globe.

And the world moved with
I MOVE ME™

I MOVE ME™ has now been picked up by every region globally. It’s unified the brand, been embraced by consumers on social media and started ASICS on a new, amazing chapter.

“ASICS was founded on the promise to get people moving for a better future. We are thrilled to bring that unique purpose to life with I MOVE ME™ for years to come.”

Paul Miles
ASICS Senior General Manager
Global Marketing Division