Asics Athletic Shoe Positioned as Selected Brand

A new campaign for Asics Tiger Corp. created by Vitrorobertson speaks to consumers who choose to use the brand less traveled.
The athletic shoe marketer’s “My sport. My brand” print effort features a decidedly different tone than most athletic product advertising. The typical promises of increased prowess or endorsements by sports celebrities are nowhere to be found. Instead, the campaign centers around quiet acknowledgement of brand loyalty.
“Asics is a selected brand,” explained John Vitro, partner and co-creative director of the San Diego-based agency.