Asics Goes Spiritual, Advocates Sound Mind and Body

Steve Hall

Jan. 27, 2008
1 min read

In what it calls its “biggest and boldest marketing effort in company history,” ASICS America Corporation tapped agency vitrorobertson to give us the “Sound Mind, Sound Body” campaign. More print here and here.

Maybe it’s the soothing pastels. The ads are beautiful, don’t get us wrong, but where BIG and BOLD are concerned they feel more like a Nike campaign on Zoloft. ASICS America could probably learn something about both “big” and “bold” from its overseas Onitsuka Tiger efforts, which — we’d guess — chose Ritalin as Drug of Choice.

Steve Hall

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