The ASICS marketing teams have put put some amazing work in the last few months.
Desk Break
Last September, ASICS globally released the desk break campaign. It was to promote their research in to the effects of exercise on mental health and how being trapped at desks all day is bad for us. Nothing new there. I know, but their TVC was brilliant.
It goes from grumpy boss saying about the office dangers: your desk. And your nasty evil employer traps you there with free fruit and token wellness activities. Even without watching Succession (I grew up with Murdoch’s influence; we don’t need more Murdoch, even with the names changed), it was perfect.
And my favourite part? The branding is very subtle with a pair of shoes and a logo at the end.
Running on clouds
Australia never gets the fun stuff. The market just isn’t big enough. But this week we got treadmills in the sky. Seriously. We did. For ASICS’ latest shoe release they sent runners, Leanne Pompeani and Reece Edwards in hot air balloons fitted with treadmills to, literally, run on clouds in their Nimbus 27 shoes with cloud-like cushioning. It’s only really pushed to social media and I haven’t found any articles by marketing agencies bragging about their work. An internal team, perhaps? Either way, I love the creativity.
Special mention
Continuing from Australia being too small a market for fun stuff, I want to thank and commend Nike for bringing their After Dark Tour of women’s focussed events to Sydney. I’ll usually avoid anything gendered, but unfortunately running can be unsafe for women, so events encouraging community and running together are needed.
Unfortunately the Sydney event is a little too close to the Ballarat Marathon for me to make it. But it’s really tempting. Really tempting.
The Running Marketer 
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