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ASICS ‘AYAMi’ advert

Agency: Amsterdam Worldwide

Client: ASICS

International communications agency, Amsterdam Worldwide, has unveiled a pan-European campaign for ASICS to launch AYAMi – a new range of women’s sportswear, which is the perfect fusion of fashion and technology.

AYAMi takes its name from the Japanese term for ‘feminine’, ‘colourful’, ‘design’ and ‘beauty’. The Spring-Summer 2010 collection is both stylish and functional, combining the technical needs of serious runners with the design cues of current fashion trends.

During the collection’s development, ASICS conducted an in-depth study with women across four European countries to investigate their running apparel needs. The research reveals that not only are more women taking up running, but they also want to look good and feel great during exercise.

In line with ASICS’ ‘Sound Mind, Sound Body’ philosophy, Amsterdam Worldwide’s campaign aims to recognise the effort, commitment, and determination of passionate runners while reinforcing how achievement, rather than the contents of a make-up bag, is a truer reflection of modern femininity and beauty.

To reflect ASICS’ brand authenticity, Amsterdam Worldwide recruited committed amateur female runners for the campaign: Charli Croll, Sophia Teres and Kari Frette – who in turn were shot by world-renowned sports portrait photographer, Robert Wilson.

A fashion ‘studio’ backdrop was created in various outdoor running environments. After exercising in AYAMi gear the creative team photographed the women just as they stopped running. The resulting images show each woman cooling down and regaining their composure. Every bead of sweat, every flush of skin, every gasp of breath is 100% real.

“ASICS is the athlete’s brand of choice and we consistently source new ideas from the international running community,” said marketing manager for ASICS Europe B.V, Maximilian A. Keen.

“The inspiration for the AYAMi line came about during the last Tokyo Marathon, when we noticed several runners wearing colourful combinations of layered clothes. The AYAMi collection combines high-performance characteristics with a strong sense of style.”  

AYAMi will launch in Germany, Austria, the UK and Benelux this spring, with a wider European rollout planned in autumn this year.

From mid March a host of AYAMi initiatives will appear on the ASICS website, including a mix and match tool that enables users to customise their own outfits. The site will also feature campaign photographs and custom-designed product pages.

An AYAMi movie will debut on the ASICS website, before being seeded across major video websites. Visuals from Amsterdam Worldwide’s creative work will also form the basis of print and POS executions that will appear in women’s magazines, sporting titles and in-store over coming months.

Available in selected stores from April, the AYAMi collection invites women to layer their running apparel to create multiple look combinations to suit their mood and personal style.

The range comprises practical items in a variety of complementary colours – everything from lightweight jackets and t-shirts, to printed tights, skirts, and tunics.

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