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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.
“It’s about shedding all those [negative] things on a daily basis when you get that moment to get out and exercise,” said Gary Slayton, vp, marketing communications at Asics America, Irvine, Calif.
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