180 Amsterdam and ASICS Penned an Open Letter to Athletes Everywhere

By Patrick Coffee 

We recently learned that footwear giant ASICS had made a decision to take more of its marketing global, downsizing its relationship with stateside AOR Vitro.

The result of that strategic shift is a new global anthem spot created by 180 Amsterdam, which launched last night.

ASICS doesn’t want consumers to think of its products as shoes specifically designed for runners when they can do so many other things. For example, one can wear ASICS while doing squats, participating in a friendly boxing match or getting absolutely bladdered on a Saturday night in London.

The point is that ASICS is for both serious athletes and dedicated amateurs–not just hobbyists who joined the gym for the Instagram benefits. (What was with that creepy butt shot, by the way?)

As the release puts it, the brand aims to “expand its footprint beyond running and reach a wider, younger audience. ” Here’s the key passage:

“ASICS has been increasingly growing as a multi-sport brand over recent years, while always dominating the running category and this campaign realizes the business’s ambition to be a leadingsports performance brand for a wide range of different disciplines.”

The spot was directed by Smuggler’s Henry Alex Rubin, who also helmed the totally awesome 2005 quadriplegic rugby documentary Murderball.

This is a full, integrated, global campaign, so it will include print, homepage, OOH, social, events and in-store executions that will launch later this month.

We would point out that athletes can also have perfect hair and straight teeth while eating cake, but ASICS’ new messaging is all about the people who want to succeed so badly that they set aside all social norms in the interest of thoroughly kicking their own asses.


Client: ASICS
Agency: 180 Amsterdam
Title: “Want It More”

Executive Creative Directors: Dan Treichel, Dave Canning
Art Director: Tony Bartolucci
Copywriter: Joe Craig
Producer: Bethany Papenbrock
Asst. Producer: Davide Janssen
Account: Jim O’Regan
Business Affairs: Akvilina Jaskunaite
Planner: Ben Armistead

Director: Henry Alex Rubin
DP: Ken Seng
Producer: Ben Link
Executive Producer: Chris Barett

Editorial Co.: Marshall Street Editors
Editor: Spencer Ferst
Producer: SJ O’Mara
Assistant Editor: Jake Armstrong
ONLINE Facility: MPC Amsterdam
Colorist: Jean Clemant