Asics America Corp. of Irvine is kicking off a national advertising campaign called “Next” to promote the athletic apparel manufacturer’s new collection designed for training.
But collection includes six footwear styles and two apparel lines.
The campaign is as much about the company itself.
“[It] reinforces our dedication to providing athletes with the best tools they need to advance in their sporting goals,” said Shannon Scott, the company’s director of marketing. “The accompanying marketing campaign … points to the continuing evolution of Asics as a brand while reinforcing its core message of continuous improvement.”
A new TV commercial titled “What’s Next” features track and field athletes, with Lolo Jonepush, Bryan Clay, Russ Winger and others yelling out “Next” as they complete strenuous workouts.
The ad is appearing on the ESPN and Turner networks during the NBA playoffs, as well as on other nationally broadcast sports programming. It’s accompanied by digital and print ads.
San Diego-based Vitro created the campaign. Vitro is the company’s advertising agency of record for the U.S. market.
Vitro lost Asics’ global account last year to Netherlands-based 180 Amsterdam, which is owned by Omnicom Group of New York. Asics’ public relations agency of record, Allison + Partners of San Francisco, is promoting the campaign.
Asics stands for Anima Sana In Corpore Sano, a Latin phrase meaning “healthy spirit in a healthy body.”
ASICS America is a subsidiary of Japan-based Asics Corp., with annual revenues of $2.4 billion. Its main competitors are Adidas AG, Fila Korea Ltd. and Nike Inc.
PetCo Up for Review
San Diego-based pet care chain PetCo Animal Supplies Inc. has put its advertising account up for review after having Draftfcb’s office in Irvine as agency of record for the past two years.
Draftfcb is part of Interpublic Group of Cos. and has $200 million in capitalized billings. Irvine-based Taco Bell Corp. is its main client.
PetCo spent about $28 million on advertising last year, according to Nielsen Co.
Interpublic’s Initiative of New York manages its media planning and buying. Those duties are not up for review.
PBS SoCal Pledge Drive
Medical device maker Edwards Lifesciences Corp. is participating in PBS SoCal’s June pledge drive as the Challenge Grant Sponsor for the station’s airing of “Herbert Grönemeyer: I Walk.”
Irvine-based Edwards and its employees have been providing support to PBS SoCal since 2008, including $30,000 and volunteer hours for the Costa Mesa-based station’s quarterly fundraising drives.
The station’s fundraising efforts added up to $11.6 million in fiscal year 2012.
CarMD.com Account
CarMD.com Corp., an Irvine-based provider of consumer automotive products and information, has selected Commission Junction of Santa Barbara to manage its affiliate publisher program.
The firm will provide tracking and real-time reporting and administer commission payments to bloggers and other website publishers that promote CarMD’s products to visitors of their sites.
Commission Junction also is in charge of bringing affiliates on board, such as the recently added FatWallet.com, Savings.com and ShopAtHome.com.
“CarMD chose to partner with Commission Junction because of [its] reputation as a leading third-party affiliate manager and [its] rolodex of high caliber online marketers,” said Ivy Kao, CarMD’s marketing coordinator.
Affiliates promote the CarMD Vehicle Health System, a device used to monitor cars for mechanical problems.
Kao said the partnership with Commission Junction will be a win-win for brand and revenue building for CarMD and the affiliates it partners with, “because of the product’s wide appeal.”
Treat for Service Members
Farrell’s Ice Cream Parlour Restaurants of Lake Forest is supporting men and women in the armed forces by offering them a free Red White and Blue Thank You Sundae.
The treat is two scoops of vanilla ice cream, strawberries and blueberries topped with whipped cream, a cherry and a small American flag. The promotion will run throughout May, which is National Military Appreciation Month.
“Farrell’s has great respect and admiration for our veterans and those currently serving in the military,” said Michael Fleming, chief executive of Parlour Enterprises Inc. “The Thank You Sundae is a small token of our appreciation for all they do.”
