Asics teams up with Disney on 'Incredibles 2' workouts, product
Explaining the logic behind the collaboration in a statement, Robin Karakash, director of integrated marketing communications Asics EMEA said, "Around the world rates of physical activity are dropping, especially amongst children, so our mission at Asics is to get generations of families moving more and we are certain that we'll be able to inspire thousands to move and enjoy the power of exercise."
Asics is releasing an Incredibles 2-themed limited-edition footwear capsule with five custom running shoes for men, women and children. The footwear features the Incredibles eye mask logo, unique sock-liner designs and collector's edition box.
The Asics Incredibles 2 campaign includes a series of "super workout videos" designed for families to achieve strength and stretch as well as work on balance and speed. Asics brand ambassadors will also lead runs from stores. Consumers can see in-store activations in London, Paris, Amsterdam, Brussels, Barcelona and Madrid.
The Incredibles 2 campaign builds on Asics' global "I move me" campaign which centered on the theme of inspiring people to become more active regardless of their body type and how they move. The partnership also stems from The Walt Disney Company's Healthy Living initiative which seeks to get families eating healthier and being more active together.
The Asics Incredibles 2 multimedia campaign will launch in June. The product line will launch in July through e-commerce channels, as well as in Asics flagship stores.
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