Irvine, CA (January 7, 2010) –For 2010, ASICS will launch a new global advertising campaign entitled "The Cleansing Power of Sport".  The new campaign is born from the same philosophy from which the brand was founded in 1949 by Kihachiro Onitsuka.  Onitsuka named the company ASICS, an acronym of the Latin phrase “anima sana in corpore sano,” which means “a sound mind, in a sound body.”  Six decades later, this core philosophy continues to ring true and clearly defines ASICS’ brand promise - that by being active you can achieve a sound mind, in a sound body.

All elements of the campaign focus on the transformative power of running. Burdened by the countless negative influences that weigh us down each day, each runner in the campaign demonstrates how negativity can be cleansed from the mind and body through running.

“We believe this new campaign defines ‘sound mind, sound body’ better than ever before, and will inspire runners of all types,” says Gary Slayton, VP of Marketing, ASICS America Corporation.

As a brand that stands behind the powerful alliance of mind and body, ASICS doesn’t want runners to just run, but feel better about running and all that running delivers.

This video illustrates how you can cleanse the mind, build up the body and purify the soul through the "cleansing power of running".