ASICS Challenges All Athletes to 'WANT IT MORE'

Integrated Campaign Launches with Open Letter Calling On Athletes Everywhere to Step Up Their Training

Feb 18, 2016, 10:37 ET from ASICS America

IRVINE, Calif., Feb. 18, 2016 /PRNewswire/ -- ASICS aims to deliver its most provocative and inspiring brand campaign yet with 'WANT IT MORE,' directly calling upon all athletes to step up their training efforts and realize ever-greater achievements. Focusing on how far athletes across all sports -- and of all ages -- will go to reach their goal, the campaign is designed to support the true sport performance brand's global strategy to expand its footprint beyond running and reach a wider, younger audience.

Importantly, the campaign also paves the way for new product launches across multiple categories. 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 will feature technological advancements from ASICS Institute of Sport Science, delivering improved performance, style and comfort.

Launching today at, the 'WANT IT MORE' campaign invites athletes everywhere to join the #wantitmore community as they look to achieve their goals. This fully-integrated campaign will publish across media platforms, including TV advertising, out of home, sponsored-events, multimedia, and major social media outlets. 

From March 1st and throughout 2016, the 'WANT IT MORE' digital platform will keep pace with the annual sporting calendar, and inspire the community to stay motivated during their workouts via two key components:

Fitter in :15 Campaign – Focusing on the hard work of training, the Fitter in :15 campaign will kick off on March 1 with a community-building effort featuring a collection of fifteen-second training optimization films that reveal different ways to take your workout to the next level. With tips and challenges from ASICS elite roster of sponsored athletes, experts, coaches and training influencers, these films will live on the ASICS Instagram account, offering a feed of useful content.

Train-offs – Emphasizing the competitive spirit in sport, the campaign will also feature 'train-offs,' short films in which athletes – from pros to influencers to everyday athletes – demonstrate how hard and far they can train, and then challenge each other to train-offs all posted to #wantitmore. As the year progresses, ASICS will shift from sponsored-athlete train-offs toward challenging the world to try to 'out-train' its elite athletes.

The 'WANT IT MORE' campaign taps into the heart and soul of the ASICS brand. As the preferred choice of performance driven athletes, ASICS stands alone among its competitors in its commitment to youth and hope through sport. For over 60 years, the company's singular focus of new product development and technological innovation has been to support athletes' tireless pursuit of improvement. 

"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."

Creative execution for the campaign was conceived by 180 Amsterdam. Chosen for his authentic and sensorial storytelling in sport, Henry Alex Rubin, Academy Award-nominated, feature-and documentary-maker, directed the films.

For more information on the 'WANT IT MORE' campaign and ASICS America, visit: Fans are invited to join the 'WANT IT MORE' community online by using the #wantitmore hashtag via Twitter and Instagram.

Link to the campaign film:

Link to sample campaign imagery can be found here.


Anima Sana In Corpore Sano, meaning "A Sound Mind in a Sound Body," is an old Latin phrase from which ASICS is derived and the fundamental platform on which the brand still stands. The company was founded more than 60 years ago by Kihachiro Onitsuka and is now a leading designer and manufacturer of performance athletic footwear, apparel and accessories. For more information, visit Follow @ASICSamerica on Facebook, Twitter, Instagram and YouTube for exclusive content and real-time news around ASICS products, events, and elite athletes.

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