In late 2020 ASICS launched the This Is For Me campaign. This initiative was specifically designed to resonate with women by highlighting the profound mental benefits of running. The campaign explored how movement can foster greater emotional balance in the lives of modern women while strategically increasing the ASICS market share within the female running category.
We were tasked with developing a pan European strategy to generate authentic endorsements from the most influential voices in the female fitness space. Every element of the launch communication remained strictly aligned with the core brand philosophy of A Sound Mind in a Sound Body. We identified high affinity multipliers across Europe who embodied the brand values and equipped them with the This Is For Me collection through curated mindful seeding kits. Our selection encompassed leading social media creators and editors from both special interest and lifestyle publications. We also engaged influential women who champion mindful living and view running as a vital component of their personal wellness.
To deepen the brand experience and drive credible product reviews the seeding kits included educational and motivational content tailored to the diverse needs of the target audience. This strategic approach transformed a standard product drop into an inspiring brand narrative. Our concept resulted in over 100 purely organic collaborations across Europe generating more than 4 million high value impressions.
