(Above video: Olympic marathoner Ryan Hall is the face of the new “Stop At Never” campaign from ASICS.)
This week is race week for the ING New York City Marathon, and ASICS, an official sponsor of the race, is using the platform to debut the first part of its 2012 national advertising campaign. The campaign features a new mantra: “Stop at Never” and aims to evoke the passionate pursuit of athletic achievement and tie that into the ASICS brand, its products and its athletes.
Shannon Scott, director of marketing communications at ASICS says that launching the campaign in New York City during marathon week ties into the campaign’s theme. “We are so excited to have the ING New York City Marathon as the premiere stage to launch our new 2012 marketing campaign ‘Stop At Never’. The marathon represents a premiere event in the sports world and ASICS is proud to have partnered with the event for 14 consecutive years. [Our new] campaign embodies the spirit of the marathon as well as the driving spirit behind everything ASICS stands for and the way we constantly strive to bring technology and innovative thinking into the market place. You are going to see some amazing advancements being introduced at the marathon with our marketing efforts as well as product moving forward into 2012.”
“Stop at Never” is meant to convey an instinct and an experience that will connect with athletes at a variety of different levels. The concept is that each goal achieved motivates and encourages athletes to reach for the next One. To demonstrate what the brand calls “this real and honest insight”, the ING New York City Marathon campaign will feature photographs of real runners, in real marathons around the world, set against a bold, inspiring visual theme.
Developed in collaboration with advertising agency Vitro, “Stop at Never” will make its first appearance at the ASICS Marathon Experience at Columbus Circle an interactive and informative exhibit including over 600 linear feet of exhibits and displays. ASICS athlete and Olympic Marathoner Ryan Hall will be the face of “Stop at Never” through videos of his training for the 2012 Olympics. The campaign will appear on the CNN digital board in Times Square, on 50-foot banners hanging in the Time Warner Center, and on bus wraps across the city.
A version of this story also appears in the October 31, 2011 issue of Running Insight.
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[...] Stop At Never – New Asics Campaign Products Tags: asics, campaign, video November 9, 2011 0 Tweet – Stop At Never – New Asics Campaign Last week was race week for the ING New York City Marathon, and ASICS America, an official sponsor of the race, is using the platform to debut the first part of its 2012 USA national advertising campaign. The campaign features a new mantra: “Stop at Never” and aims to evoke the passionate pursuit of athletic achievement and tie that into the ASICS brand, its products and its athletes. USA Olympic marathoner Ryan Hall is the face of the new “Stop At Never” campaign from ASICS. Read the rest of the story at Inside Insight [...]