2
PACESETTERS
Two simple yet impactful campaigns for community wellbeing
ASICS – “A CELEBRATION THAT WILL MOVE YOU”
In a move away from the now dominant and
popular “hyped up” ad’s of pro -athletes
displaying the need to “want it more than
anyone”, or the need to gruel through hours of
training to get anywhere, Asics have decided
to adapt a more wholesome message for their
new campaign.
“ I MOVE ME ” is their new global campaign,
with a London specific “ I MOVE LONDON ”
TV ad; this ran in conjunction with their
sponsorship of the IAAF World
Championships in August. The new brand
initiative focuses to inspire people of all ages
to move more, and enjoy both the physical and
mental benefits of exercise.
This new brand message comes with a series
of short ads showcasing sports like running,
yoga, and workouts. The message displays
how important being active is to one’s
personal strength, both mental and physical; it
specifically showcases the ‘average joe’, not
just top athletes. In doing so, Asics are
aiming to reach a broader day-to-day
audience; proposing for us to ditch the stuffy
London commute, the long hours at the desk,
and fixation of social media in favour of some
exercise and some fresh air.
Participants are being asked to show London
and the rest of the world how they are getting
involved, by sharing through #IMoveLondon .
A RUN IN THE PARK
Parkrun UK are making huge strides since
signing Vitality as their first headline partner
earlier this year, to now signing up 100 Team
GB athletes to help participate in runs all
over the nation.
Following the 2017 World Athletics
Championships, some athletes will now take
part in Parkruns as tail walkers all over the
country. This will give the general public the
chance to run with Olympic champions, World
Champions! Athletes include London 2017
gold medallist Adam Gemili, 2012 Olympic
long jump champion Greg Rutherford, and Rio
2016 Paralympic swimming champion Ellie
Robinson.
Parkrun is a free, volunteer-organised 5km
run, that takes place every weekend in parks
all over the country. Parkrun’s model of a
free, accessible communal event is proving
very attractive for brands; the capture of
Vitality and Leeds Building Society should
allow the organisers to keep it free for the
foreseeable future!
Giving back to the communities that support
the National Lottery (which funds Olympic
and Paralympic athletes) is what this is all
about. Creating communities, promoting
healthy living and developing healthy
relationships. The clever use of GB Athletes
giving back to the community that supports
them is a novel draw.