Asics’ CMO says fresh focus on the brand’s founding ethos will show it’s not just for runners

Kicking off in the UK, Asics has unveiled its biggest brand shakedown in over 25 years as it looks to dial up its relevance towards a broader audience, but can it shake off perceptions that it's a brand reserved for sporty-types lacing up their running shoes at the starting line?
Asics’ new global ‘I Move Me’ campaign, created by Saatchi & Saatchi LA, sees the brand recalibrate the philosophy of its founder, Kihachiro Onitsuka, for a fresh generation of consumers.
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