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MARKETING NEWS
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ASICS introduces Stop At Never campaign

Video series illustrates versatility, technology of ASICS athletic footwear

by Caitlin AdamsPublished: April 11, 2012 03:45 PM

Irvine-based active lifestyle firm ASICS America launched a new campaign this week to highlight the versatility of its athletic footwear. The Stop at Never website and video series features world-class competitive athletes and the brand’s various shoes for track, training, running and other sports in some extreme and unusual situations.

The different video spots offer a tongue-in-cheek behind-the-scenes look at the company’s ostensible methods of product testing for its various lines of footwear. The spots are meant to highlight the different technologies used in the shoes’ construction that will allow athletes to achieve their peak performance.

One video stars Olympic shot putter Russ Winger using a construction-grade jackhammer to demonstrate the GEL-Kayano 18’s ability to cushion heavy impact. Another features pole vaulter April Steiner-Bennet (wearing the GEL-Neo33) sprinting across a tarp resting on the surface of a swimming pool. Her less fortunate opponent’s tarp collapses into the water before he reaches the opposite side.

Other ASICS-sponsored athletes featured in the videos include decathlete Jake Arnold, world champion wrestler Jordan Burroughs, sprinter Greg Nixon, and javelin thrower Kara Patterson, demonstrating the versatility of the brand’s footwear.

“ASICS is committed to giving athletes the most technologically advanced footwear for exceptional performance,” said Erik Forsell, vice president of marketing for ASICS. “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 campaign and video series will be broadcast via the website and social media outlets. ASICS will also promote the campaign through special demonstrations at upcoming national sports events, including the U.S. Olympic Trials for wrestling and track & field and the Drake Relays. These showcase demonstrations will highlight the technology used in the construction of ASICS footwear and include interactive exhibits so fans can learn more about improving their performance.

The name ASICS is derived from the Latin phrase Anima Sana In Corpore Sano, “a sound mind in a sound body,” which also forms the company’s core philosophy. Visit StopatNever.com to watch the videos.


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