Asics sportswear range backed with Euro drive

10 March 2010

Asics has unveiled a pan-European campaign to promote its women sportswear range AYAMi.

Amsterdam Worldwide is behind the cross-platform campaign, which runs in Germany, Austria, the UK, Belgium, Netherland and Luxembourg from this spring before wider European rollout in the autumn.

It will be backed by online activity on the Asics website where users will be encouraged to customise their own outfits from the AYAMi range. A movie will also debut on the website before being seeded on major video websites. Print ads and point-of-sale executions will also take place during the campaign.

The Spring-Summer 2010 collection of fitness clothing is the result on a research conducted by Asics across UK, Germany, France and Italy of 1,200 women aged between 15- and 50-years-old.

Josh Colley, London