Asics and Disney launch movement campaign
The sporting goods manufacturer Asics has announced a partnership with the Walt Disney Company. Before the opening day of the new family blockbuster “The Incredible – The Incredible 2” by Disney Pixar (release date: 7.9.2018), Asics wants to motivate families with a multimedia campaign to get more active.
The sporting goods manufacturer is thus building on its recently launched “I move me” brand campaign which aims to encourage people to become active regardless of their living and physical condition. The collaboration is a good complement to Disney’s Healthy Living Initiative which intends to encourage families to eat better and exercise more.
“We are extremely looking forward to this exciting partnership with Disney-Pixar and The Incredibles 2. A decline in physical activity around the world has been recorded, especially among children. That is why we at Asics have set ourselves the goal of motivating families to move across generations. We are convinced that thousands of people will find our campaign contagious in terms of movement,” says Robin Karakash, Director of Integrated Marketing Communications Asics EMEA about the partnership with Disney.
Movement campaign for young and old
In June 2018, the campaign for more movement via digital channels will start and will run throughout the summer. It was inspired by the Parrs, the famous heroic family from the film and proponents of an active lifestyle. Asics and The Walt Disney Company will release digital content, POS activities and products in limited editions.
Exercises for the whole family
Inspired by the superpowers of each character of Disney Pixars “The Incredibles – The Incredibles 2”, Asics wants to produce a series of “super-workout videos” that include power, stretching, camouflage, balance and speed exercises.
In the videos, several international Asics FrontRunners (brand ambassadors for movement) present feasible and entertaining exercises for the whole family.
Asics flagship stores
From the beginning of July, the flagship stores in large European cities will also participate in the movement campaign with several measures at the POS. Asics FrontRunner will conduct training sessions at the stores in London, Paris, Amsterdam, Brussels, Barcelona and Madrid.
Asics footwear in limited edition
Especially for the fans the label will also release Disney Pixar “The Incredibles – The Incredibles 2” Asics footwear in a limited edition. The edition will consist of five individual running shoes for the whole family. From July on, the shoes, inspired by characters like Mr. Incredible and Frozone, will be available in the flagship stores and online. The special features of the fan edition will be an eye mask, insoles in a special design and a collector’s edition shoe box.
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