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How Asics is Trying to Lure Younger Consumers in New Campaign

Japanese athletic footwear brand Asics is challenging all athletes to “WANT IT MORE” in a new campaign aimed to lure younger consumers.

Paving the way for several new product launches across multiple categories this year, Asics is using the new campaign to broaden its audience beyond running. This will include two key components; “Fitter in :15”, a series of 15 second short films with tips and challenges from brand athletes; and “Train-offs”, short films in which athletes demonstrate how hard and far they can train, and then challenge each other to train-offs, all posted to #wantitmore.

“With the ‘WANT IT MORE’ campaign, Asics aims to inspire and motivate athletes to reach their goals,” said Paul Miles, senior general manager, global brand marketing division, Asics Corporation. “We know success in sport comes from the human pursuit to take performance to a whole new level. Through this effort, Asics celebrates the passion that connects athletes of all levels, from professionals to everyday warriors, and shares that spirit across the world.”

This year, Asics will welcome a newcomer to its stable of brands in the running category, as well as introduce a new line in the training category. Both are said to feature technological advancements from the Asics Institute of Sport Science, delivering improved performance, style and comfort.