MUMBAI: Japanese sport performance brand ASICS has unveiled its contemporary expression of its founding vision by launching the 'I MOVE ME' campaign in India Hindi film star Tiger Shroff.
'I MOVE ME' is a modern retelling of the global campaign that aims at inspiring everyone to be healthy, happy and energized through sport, one country at a time.
Featuring the action star, the campaign has been uniquely tailored for the Indian market. With his commitment to holistic mind-body wellbeing, the actor befits the brands core philosophy seamlessly. The campaign highlights the brand ethos, which explores the dynamic relationship between a sound mind and a sound body, by pushing oneself to challenge their perceived ability where mental and physical wellbeing is intrinsically linked.
Rajat Khurana, managing director at ASICS India, said: "I’m extremely glad and proud to bring 'I MOVE ME' to India as it best articulates the brand ethos. As a true performance brand, we aim to bring our unique DNA to life by getting the world moving and encouraging people to push their limits. Tiger Shroff, our brand ambassador also resonates the same philosophy and is a true fitness icon, inspiring the youth to move towards their best version.”
The campaign kicked off October 1 via a digital announcement of the campaign’s first look with Tiger Shroff, encouraging India to get moving. The campaign will tie in the product and brand together, unifying ASICS' belief that creating the highest quality product will enable consumers to celebrate their own personal movement.