ASICS America Corp. in Irvine signed on Grammy-nominated DJ Steve Aoki as the face of its “I Move Me campaign” in North America.
The campaign, which “allows the brand to connect with new audiences in an ever-changing fitness industry,” was developed “in response to uniform marketing campaigns from likeminded brands in recent years but also the nationwide decline in sports participation in today’s youth,” according to Chief Executive Gene McCarthy.
The effort kicked off this month with a 90-second video starring Aoki, as well as ASICS-sponsored wrestler Jordan Burroughs and hurdler Lolo Jones.
“My life is not only about music and fashion, but also fitness, nutrition and health,” said Aoki, whose father, Hiroaki Aoki, founded the Aventura, Fla.-based Benihana restaurant chain. “I’m really grateful for an opportunity to partner with an athletic brand that not only supports the same philosophy as me and allows me to infuse my DNA into the creative process, but is also aiming to inspire and encourage others.”
Influencer partnerships and in-store and offline activations— special events and sponsorships—are part of the campaign and will continue into next year.
New York-based United Entertainment Group, ASICS’ integrated marketing agency, led the campaign strategy and execution, while its new advertising agency of record, Saatchi and Saatchi in Los Angeles, created the global “I Move Me” slogan.
Stance Underneath
Stance Inc. launched a women’s underwear line this month with the help of models Aleali May and Lauren Wasser, its brand ambassadors—or Punks and Poets, as the San Clemente-based sock maker prefers to call them.
Wasser, who lost her leg after suffering from toxic shock syndrome, is featured in video series “A Verse of Her Own.”
“After two years in the making we are excited to launch this new category for Stance and bring a fresh creative take to a product that will help women feel confident and expressive,” Chief Marketing Officer Candy Harris said in a statement.
“Along with a focus on innovative materials and everyday comfort, we wanted to put one of our favorite muses in the campaign creative. Lauren is an inspiration on many levels, but the way she has taken a tragic life moment and turned it into a source of empowerment truly embodies the confidence and originality that defines our brand. We’re honored to be a part of her journey and can’t wait for women to experience what we’ve created.”
Tied Up Abroad
Garden Grove-based e-tailer Ties.com, which goes by Wild Attire Inc. in the corporate world, partnered with Global Access as its logistics provider for international markets. The Salt Lake City-based company, via its technology platform, will “localize” shopping on Ties.com, a service that also includes real-time tax and duty calculations and package tracking.
“We are thrilled to expand our brand internationally,” Ties.com Chief Executive Omar Sayyed said in a statement. “With the help of Global Access’ cross-border expertise, technology and international logistics network, we’re confident that we can now deliver that to customers anywhere in the world.”
Global Access also provides services to Amazon.com, eBay and Etsy.
Bits & Pieces
Yokohama Tire Corp. in Santa Ana promoted Andrew Briggs to the newly created position of vice president of marketing and product management. Briggs joined Yokohama in 2003 and has held several positions, including account manager, senior manager of motorsports, and senior director of marketing, product planning and motorsports. He replaces Fred Koplin, who’s retiring after 12 years with the company.
