Press Release

ASICS Relaunches Brand With Bigger, Bolder New Campaign

San Diego (January 28, 2008) - In 2008, ASICS America Corporation will launch their biggest and boldest marketing effort in company history. The "Sound Mind, Sound Body" campaign, from San Diego-based agency vitrorobertson, represents a new era for ASICS as they redefine themselves, not by an activity, but a philosophy.

ASICS, a leading distributor of innovation-driven performance athletic shoes, apparel and accessories worldwide, was originally named after the Latin phrase, "anima sana in corpore sano." Translated, it means, "a sound mind in a sound body." This is the genesis for the brand's relaunch, utilizing a powerful and consistent message that heralds from the company's philosophy of, "achieving a sound mind and sound body through sport."

Gary Slayton, VP of Marketing Communications at ASICS describes the upcoming brand relaunch as a major next step in continuing to grow their business, "What you'll see this year is a new direction for us as a brand. By revisiting the foundation on which the company was founded, we're standing for something bigger and more important than just an activity - it's a way of life."

The brand's current strength is its position in the running category. Well known and loved among frequent core runners, ASICS became the #3 running shoe behind Nike and New Balance in 2007. Although, continued growth in running looks to come from less-frequent casual runners and fitness consumers. Therefore, the new broader brand platform is about living a fuller life, feeling positive and finding harmony through running or whatever active lifestyle you lead.

The "Sound Mind, Sound Body" campaign features uniquely vivid art direction and smart, relevant 'life-equation' messaging. Visually stunning and thought provoking, the work will standout in a highly competitive media environment, and connect with consumers in a way that only ASICS can.

"This work will be fresh and exciting, not just for the brand, but the entire category," says John Vitro, Co-Founder and Executive Creative Director of vitrorobertson. "It's a message that's never been more relevant or important in our ever changing world. Yet, it's still very honest and approachable, which has always been ASICS' unique position."

Throughout 2008, "Sound Mind, Sound Body" will be featured within all ASICS' marketing communications including support for performance footwear and apparel, casual fitness footwear, and casual athletic footwear. This will create a unified voice across all touch points including national television, print, in-store, online, out-of-home, direct marketing, and retail support.

This Spring, you'll see the new campaign in nearly 30 nationally circulated publications like Runner's World, Men's Health, InStyle & Spin, as well as regional outdoor, online, and national television, with even bigger and bolder placements still to come this Fall.