ASICS adds 'Good Vibrations' to rising running shoe sales

ASICS has launched new ads using the Beach Boys' 'Good Vibrations' to support its tennis and running collections, including the Gel‑Nimbus 28, and says North American sales rose 10% in the most recent period.

ASICS has added the Beach Boys' "Good Vibrations" to new spots for its "Move Your Body, Move Your Mind" campaign. The ads support both its tennis collection and its running shoes, including the new Gel‑Nimbus 28. The company says the campaign will appear across digital, social and broadcast channels and in retail, and that it plans community activations. ASICS traces the message to its 75‑year history and its name, which is an acronym for "Anima Sana In Corpore Sano," translated as a sound mind in a sound body. Key facts: - New spots feature the Beach Boys' "Good Vibrations" and are built around the "Move Your Body, Move Your Mind" campaign. - The Gel‑Nimbus 28 is reported to be 20 grams lighter than its predecessor, with enhanced cushioning and an updated gel technology, according to the company. - The campaign is slated to run on digital, social, broadcast and in retail, with planned community activations. - ASICS reports significant growth in performance running shoes across Japan, Europe, and Southeast and South Asia, and says North American sales rose 10% in the most recent period while the company has been closing underperforming stores. - Gary Raucher, ASICS' global head of marketing, said the campaign "brings our founding principle to life" and is meant to inspire the uplifting power of movement, as announced by the company. Summary: ASICS is using a nostalgic song and product updates to reinforce its long‑standing message about movement and wellbeing while reporting growth in running. Undetermined at this time.