ASICS Brand Analysis

The ASICS 2016 ad campaign, Want it More encompassed the reason ASICS will always be one of my got-to brands. The ‘Want it More’ campaign provided an inspiring and motivational approach, through influencing all audiences to work hard and push themselves. The seemingly evident goal of this ad, is to encourage people of all ages and genders to pursue their passion.

The campaign video immediately grabs the audience’s attention with a bold
opening statement, “this is an open letter to anyone who wants to be an athlete.” The voiceover is a deep and tough sounding voice, that sets the tone for the intensity of the ads message… “If you want it more than sleep, if you want it more than all-night parties, if you want it more than likes, if you want it more than perfect hair, or cake … if you really want to be an athlete, just wanting it isn’t enough.” Want it More campaign calls out the stereotypical distractions that society allows to get in the way of their goals. ASICS inspires the everyday person to ask themselves “am I doing all I can to get better”?

Ironically the ad captures everything that comes to mind when I think of ASICS. A runner in the middle of the night, kids running through the grass, a boxer with taped hands and drenched in sweat… The ad screams lets get to work. As an athlete, comfort, durability, and reliability are qualities I seek in shoes. When I picture myself “getting to work” or in training I know the first thing I would grab are my ASCIS. As I call them there is nothing like “happy feet.”

Hard work in any part of life will include some wear and tear, physically, mentally, and emotionally. It is comforting knowing that I can control one part of this process by what I put on my feet. One quote that I will always stick to is the Ben Franklin, “by failing to prepare, you are preparing to fail.” ASICS gives the public a chance to succeed. Personally I have noticed when working hard at one thing in my life through devoting my time, effort, and passion, those traits fall into other aspects of my life. You do not just automatically Want it More, you have to learn and train yourself to Want it More.

This 2016 campaign seeps into the human spirit, and seeks to address a passion within. No matter the blood, sweat, and tears, you just have to WANT IT MORE.

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