Asics:
I MOVE ME

Role: Creative Director
Agency: Edelman

Inspiring a new generation to be their best selves through movement.

ASICS wanted to bring its 70-year old philosophy to a new generation of fitness fans. They wanted to inspire people to move, in whatever way they wanted. Through a partnership with Steve Aoki, we were able to create a 360 marketing approach inclusive of paid, organic and earned social content, media and influencer events, outdoor advertising, media partnerships, paid digital media and retail activations, including a flagship store opening.

We created an anthemic film to celebrate this new celebration of movement, I MOVE ME. Influencers, athletes, and everyday people shared how their unique movements helped them overcome challenges