ASICS America teamed with Grammy-nominated DJ and producer Steve Aoki to present I MOVE ME, a North American film-oriented campaign designed to connect with new audiences in the fitness industry. Aoki, mostly known for his music career, is also a fitness fanatic, and is the face of the campaign. ASICS unveiled this new project October 18 in California.
President and CEO of ASICS Gene McCarthy called I MOVE ME “more than a movement.”
“We are setting out to reframe our narrative, deepen relationships with our core customers, and connect with a new generation of fitness-minded customers,” McCarthy said Wednesday. Aoki serves as the project’s frontman and the face of the collision of self-expression, culture, and sport. The film features other athletes like 2012 Olympic Gold Medalist and World Champion Wrestler Jordan Burroughs, and World Champion track and field athlete and bobsledder and three-time Olympian Lolo Jones. The film was shot in Aoki’s home in Las Vegas and is set to his new album Kolony. The narrative of the film includes success stories of other “movers.”
“I’m really excited to work with ASICS, an iconic Japanese brand,” Aoki said. “My life is not only about music and fashion, but also fitness, nutrition, and health.” Aoki joins Olympians Burroughs and Jones in their normal training routines.
I MOVE ME will continue its release in parts throughout the year, including social content, influencers, and other movers. It will also feature customer-geared “offline” activations, one of which being the opening of a new ASICS Flagship store on 5th Avenue.
ASICS claimed its desire to change the way fitness is perceived and experienced and to spotlight fresh and distinct forms of movement and fitness. McCarthy highlighted the newness of the campaign in response to the declination of youth sports participation across the nation.
“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,” McCarthy said. “That’s what ‘I MOVE ME’ is all about.”