Steve Aoki rolls out new Asics campaign

By

Cassidy Mantor

Published
Oct 19, 2017

Asics has tapped Grammy-nominated DJ and producer Steve Aoki as its new ambassador. Aoki will help Asics introduce its newly rebranded image of "self expression through movement colliding with culture and sport."

The new campaign is called I Move Me and launches with a sensory film, directed by TJ O'Grady Peyton and produced by DECON. It is shot in Aoki's home in Las Vegas as well as in LA and NY. The film is set to Aoki's new track, Kolony, and is designed to show consumers the relationship between his music and high energy movements while he is performing.

Gene McCarthy, President and CEO of Asics Americas said, "While other brands are saying – be like him, be the best – Asics is taking a different route at inspiring a new appreciation for movement for younger generations."

I Move Me is Asics' most comprehensive brand marketing campaign in twenty years. It features short digital films, macro and micro influencer marketing, in store and experiential activations.

McCarthy explained, "We are setting out to reframe our narrative, deepen relationships with our core consumers and connect with a new generation of fitness minded consumers."

Aoki said he is interested in fitness, health and nutrition, as well as the music which he is known for. He pointed to the brand's Japanese heritage as another commonality driving their new partnership. Aoki said Asics allowed him "to infuse [his] DNA into the creative process" which was gratifying.

Aoki is a two time Grammy-nominated producer/DJ and EDM entrepreneur. He is the founder of Dim Mak, his record label, events/lifestyle company and apparel line.  Aoki averages 250 shows per year. His most recent collaboration with One Direction's Louis Tomlinson, "Just Hold On," reached Gold or Platinum status in 18 countries.

Asics launched I Move Me today. It includes special in store events at Asics' 5th Avenue flagship in New York as well as incentives and special in store content. The full rebranding and campaign will continue to roll out through 2018.