Retail SS Seasonal Guide 2018 - Final

A MESSAGE FROM OUR CEO
Dear ASICS Team,
Our world is changing right before our eyes. It is imperative
that we infuse this brand with a renewed relevance to
a broader audience. Today, is a pivotal moment for our
brand as we reintroduce ourselves in a fresh and dynamic
way. The beauty is, we didn’t have search hard to find this
new direction. It’s rooted in our DNA, our rich history and
the legacy set forth by Kirachiro Onitsuka 70 years ago.
And, here we are today as we launch I MOVE ME in the
Americas. This is more than a marketing campaign, it is our
movement to inspire and empower people to MOVE in their
own way. To embrace their own path towards a healthy
and active life.
How will we do this? Quite simply in everything we do and
say from here on out. From our athletes to our product to
our stores to our marketing to our partners and to you, our
employees.
To bring this to life, we needed the right voice. And what
we found in Steve Aoki was the person who embodies and
personifies this campaign and our brand through his own
energetic non-stop movement. Recently, Steve dropped
our new I MOVE ME anthem to more than 5.6 million
of his Instagram followers (https://www.youtube.com/
user/steveaoki). The fully integrated marketing campaign
launched October 18, 2017 on our social pages, inclusive of
dynamic digital content, media coverage and activation of
our network of athletes and influencers. And this is just the
beginning as we plan to build on this campaign and effort
into 2018 and beyond.
This is the start of something special. I believe this is
the first step in our transformation from a footwear
manufacturer to a health and fitness brand. I hope you all
will embrace this movement with me.
Thank you for your continued passion and commitment to
this brand.
Gene McCarthy
President & CEO
ASICS America Corporation