ASICS, that trusted old brand of running shoes is a name we’re all familiar with but it doesn’t exactly scream glamour. Yes, it’s a shoe brand and a seriously successful one at that but it’s no Manolo and it’s certainly no Louboutin! But Asics belongs somewhere in our wardrobes none-the-less. In January, while we’re still clinging to those awful resolutions and willing ourselves to do just 20 minutes in a bid for a healthier lifestyle, Asics ensures that our precious little feet are safe and secure.
It always strikes me as funny that women (myself included) get uber enthusiastic about sports footwear for about 10 minutes every New Year. Runners have got to be perfectly comfortable because you’ll obviously use them a lot and of course, it helps if they look good too. After all, if you’re investing in your health it’s nice to be rewarded with something aesthetically pleasing.
OK, so I’m veering off the point. ASICS. That wonderful, old Japanese brand. I only recently found out that the name Asics is an acronym derived from the Latin phrase, Anima Sana In Corpore Sano meaning "Sound Mind In A Sound Body". Deep! But still, it’s refreshing to think that a brand can be built with such a strong ethos and manage to maintain that passion despite competition in a fiercely aggressive market.
It’s true that ASICS is a homely kind of brand-accessible and familiar, but they are also very in tune with today’s market. They are consulting with young, hip designers to drive their Tiger brand and using local sports people to endorse the sporty/scientific side of the brand. Pretty conventional ways to create brand awareness but this old-skool brand is also embracing newer media and producing creative and nostalgic ad’s to appeal to a more savvy market.
The video (below) is called ‘ Origami in the pursuit of perfection’-its an advertisement for Onitsuka Tiger/Asics! This corporate movie which tells the story of the Japanese sports brand has won numerous awards and rightly so. Check it out…