The latest iteration of the “I Move Me” North America campaign for Asics America Corp. debuted two weeks ago, once again featuring Grammy-nominated producer/DJ Steve Aoki.
Aoki became the face of the campaign when it launched last year. This time, he’s joined by a new cast of characters: musician and producer Illmind, Asics-sponsored track and field hurdler Queen Harrison, New York celebrity chef Marc Forgione, and Brooklyn-based street artist ELLE.
The campaign explores the relationship between “a sound mind and a sound body,” according to the footwear and apparel company, which is a unit of Japan-based Asics Group.
Each character in the campaign will share how he or she uses physical movement as a vehicle for creative expression, with the goal of inspiring the consumer to lead a more active lifestyle.
A 90-second video shows Ramon Ibanga Jr., professionally known as Illmind, warming up before playing the drums. The four-time Grammy-nominated producer has worked with musicians such as Kanye West, Drake and J. Cole.
“In my mind and in my body, I need to feel this adrenaline rush before I start composing music,” he says in the video.
Vice President of Marketing Sarah Bishop said the brand is excited to debut the next chapter of its campaign with a new set of voices.
“We have an amazingly talented group of individuals who highlight that strong connection of finding inspiration through fitness and movement,” Bishop said in a statement.
There will be stories from additional Asics athletes and influencers, such as photographer Mina Young Lee and martial artist Marrese Crump.
The campaign will include long- and short-form video to be shared on digital and social media channels and Asics-owned and partner channels. Paid media partnerships will be with Pitchfork, Live Nation, GQ Fitness, Healthyish, SELF and WIRED.
New York-based United Entertainment Group created and executed the campaign, and Honor Society’s Ariel Danziger served as director.
Giving Back
Irvine-based window coverings franchiser Budget Blinds Inc. launched a “Budget Blinds Cares” initiative last month to highlight franchise owners who give back to their communities.
It’s being promoted as “the largest community service initiative in the history of Budget Blinds.”
The company, part of Irvine-based Home Franchise Concepts, is encouraging its nearly 1,000 franchisees to post 15- to 30-second videos by year-end about their community work on Facebook, Twitter and other social media channels, tagging the pieces with #BudgetBlindsCares.
Home Franchise will share the most inspiring videos on its national web and social pages before opening voting to the public “for the most caring Budget Blinds franchisee.”
The winner will be personally recognized by Home Concepts Chief Executive Shirin Behzadi at the Budget Blinds National Convention in January and presented with a $10,000 check to the organization featured in their video.
Behzadi said the company wanted to create a program to recognize volunteer work by their business owners.
“We wanted to officially recognize some of our most caring franchisees as a way to incentivize even more local philanthropic service both inside and outside the company,” Behzadi said in a statement. “We know from experience that caring and giving-back are contagious: the more you hear about the amazing things that others are doing in your community, the more you want to roll-up your sleeves and pitch-in yourself.”
Bits & Pieces
Former Oakley Inc. Chief Executive Scott Olivet was named executive chairman of San Clemente-based sock and intimates label Stance. … Los Angeles Angels slugger Albert Pujols will be grand marshal on opening night of the 110th annual Newport Beach Christmas Boat Parade on Dec. 19. … Irvine-based Habit Restaurants Inc. (Nasdaq: HABT) appointed Iwona Alter chief brand officer, effective Dec. 10. Alter previously served as Jack in the Box’s chief marketing officer. … Costa Mesa-based ad agency Rauxa named Arthur Fullerton chief technology officer. He’s based in the firm’s New York location but is leading its technology practice across all six offices. … Stacie Condurachi left her post as director of human resources at Costa Mesa-based firm The Sandbox Agency to serve in the same role at Irvine-based retail data and analytics technology company PriceSpider.
