Asics Leans Into ‘Sound Mind, Sound Body’ Messaging


The Japanese brand, which is promising an ongoing focus on the run specialty channel, is taking to social media channels worldwide today to engage consumers with the message that is a Latin phrase embedded in its brand name—ASICS (“Anima Sana In Corpore Sano,” which translates to “A Sound Mind in a Sound Body”).

Richard Sullivan.

“This is the first time in a long time that we are speaking directly to customers about who we are and what we are,” said Richard Sullivan, president of Asics North America.

Asics believes the messaging is right for the times, given personal impacts from the global pandemic, and the fact that the message resonates across each of its product categories—performance running, core performance sports, Sportstyle and apparel/equipment.

Despite COVID-19, Sullivan said Asics North America was pleased with the resilience of its brand and employees in 2020 that generated market share growth in influential Sportstyle accounts, performance run categories and the run specialty channel. Asics North America, adapting to consumer behavior changes, also realized three quarters of double-digit digital sales growth last year. More than 56,000 people worldwide registered for the first ASICS World Ekiden 2020 virtual race last fall that saw 13,602 teams from nearly 180 countries compete in the marathon.

In 2021 as it still hopes for the Olympic Games to take place in its home market after being postponed last year, Asics will introduce the Nimbus 23, Cumulus 23, Kayano 28 and its Glide and Blast Series featuring new technology next month and in June.

“We know the COVID-19 pandemic has put even more pressure on the wellbeing of millions of people,” Yasuhito Hirota, President and COO of ASICS said in a statement. “We also know and believe that sport and movement can lift spirits and help people feel better. For us, 2021 is about unlocking the unique power of sport to uplift our minds.”

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