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NEW YORK Looking for growth in the casual runners market, Asics has tagged its new campaign, “Sound mind, Sound body.”
The effort, via VitroRobertson, San Diego, plays up the sports shoes, apparel and accessory company’s founding philosophy in a series of TV, print, out-of-home and online executions that break this month. Asics is an acrostic for the Latin “Anima Sana In Corpore Sano,” which translates to “Sound mind in a sound body.”
The reason for the focus on lifestyle messaging is that the performance running market, where Asics ranks behind Nike and New Balance, has slowed and many of the major players are looking to the casual running consumers to fuel sales growth.
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WORK SMARTER - LEARN, GROW AND BE INSPIRED.
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