| Titre | 8 Arms |
| Agence | Vitro |
| Campagne | My Running Partner - ASICS |
| Annonceur | ASICS Corporation |
| Marque | ASICS |
| Mise en ligne | Mars 2007 |
| Secteur d'activité | Chaussures de sport |
| Slogan | sound mind, sound body. |
| Synopsis | In an effort to deepen its connection with runners, ASICS taps into the varying motivations behind what makes runners run by finding that often symbolic running partner and bringing it to life. My Running Partner headlines this print campaign, with different executions targeted towards different levels of runners. Along with bold, graphic headlines and a groundbreaking photography style, ASICS sets out to establish itself as a leading-edge running shoe brand, while understanding and inspiring runners better than any other athletic brand. This campaign can be described as an evolution of ASICS' recent brand messaging, Before ASICS was the brand that was behind you all the way, motivating runners of all levels. Now, ASICS wants to be that partner running along side you, throughout your run, and as a part of your life. The campaign also includes a new tagline. Sound mind, sound body represents the philosophy on which ASICS was founded more than 50 years ago, and stems from the meaning behind the ASICS acronym, Anima Sana In Corpore Sano, which translates to, A Sound Mind in a Sound Body. |
| Type de média | Presse & publications |
| Marché | Americas, Etats-Unis |
| Concepteur / rédacteur | Elliot Allen |
| Directeur artistique | Barry Brothers |
| Photographe | George Fulton |
| Other | John Robertson |
| Directeur de création | KT Thayer |
| Directeur de création | John Vitro |