Asics: ‘Sound Mind, Sound Body’

Sneaker campaign takes a holistic lifestyle approach

Asics is rolling out a global campaign from the Vitro Agency, San Diego, that advertises the sneaker brand with the tagline, “Sound mind, sound body.”

That positioning is a play on the brand name “Asics,” an acronym for the Latin phrase “Anima sana in corpore sano” — “A sound mind in a sound body.”

A 30-second commercial breaking nationally this week demonstrates “The cleansing power of sport” — the campaign’s pervading theme — by showing a runner sprinting through walls of water as words such as “fear,” “stress” and “doubt,” rendered in various languages, fall away from his body.

Asics: ‘Sound Mind, Sound Body’.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s