In April 2011, top sportswear manufacturer ASICS has launched STOP AT NEVER Campaign that demonstrates the amazing capabilities of its footwear. In a series of ads that also feature real athletes, ASICS puts its footwear through every kind of test imaginable. The campaign seeks not only to demonstrate the product’s features in a number of unconventional ways, but also to highlight ASIC’s commitment to innovating better products and supporting athletes everywhere.
ASICS Vice President of Marketing Erik Forsell said, “ASICS is committed to giving athletes the most technologically advanced footwear for exceptional performance. With our ‘Stop at Never’ campaign, we are focused on revealing all of the incredible and awe-inspiring elements of our product.”
The “Stop at Never” website features a series of ten videos highlighting the incredible technology of ASICS footwear. The short reels are a “behind the curtain” look into the product testing the ASICS footwear endured throughout development, while simultaneously capturing the determination and grace of ASICS enthusiasts and athletes. Two of the most captivating videos include the “Jack Hammer Test,” where an ASICS GEL series GEL shoe absorbs the full impact from a construction-grade jackhammer, and “Feet For Hands,” which demonstrates the flexibility of ASICS Omniflex-Pursuit shoes as they serve as gloves for athletic training. The videos also demonstrate the unparalleled strength and determination of ASICS athletes, including sprinter Greg Nixon, world champion wrestler Jordan Burroughs, Olympic thrower Russ Winger, pole vaulter April Steiner-Bennet, Javelin thrower Kara Patterson, and decathlete Jake Arnold, as well as incredible technology of the ASICS GEL series shoes – the GEL-Kayano18, GEL-Neo33, GEL-Excel33, and others.
“Stop at Never” positions ASICS for multidimensional expansion into new athletic categories, with a more digitally focused campaign, built out social media elements, and an exciting round of on-the-ground executions. The “Stop at Never” website is now live, and will be supported through robust marketing efforts including extensive digital advertising on leading athletic and lifestyle sites, as well as promotion at the U.S. Olympic Wrestling Trials, U.S. Track & Field Olympic Trials, and Drake Relays and ASICS’ own growing social media community.
Anima Sana In Corpore Sano, meaning “A Sound Mind in a Sound Body,” is an old Latin phrase from which ASICS is derived and the fundamental platform on which the brand still stands. The company was founded more than 60 years ago by Kihachiro Onitsuka and is now a leading designer and manufacturer of running shoes, as well as, other athletic footwear, apparel and accessories.
The project essentially consists of 10 different videos that reside on the Stop at Never site and show how tough Asics sneakers can be. The site is beautifully designed, with a scroll-through functionality that lets you navigate through web videos of the experiments.
Advertising Agency: Vitro, San Diego/New York, USA
Creative Chairman: John Vitro
Chief Creative Officers: Jonas Hallberg, Liron Reznik
Creative Director: KT Thayer
Copywriter: Schuyler Vanden Bergh, Simone Nobili
Sr. Art Director: Cris Westrell
Art Directors: Kevin Lukens, Kevin Cimo, Dominic Al-Samarraie
Digital Production: Kokokaka
Video Production: 13 Keys