Singapore – Global sports brand ASICS has launched a regional campaign alongside creative agency MillStirling to communicate the theme of sports as a way to uplift minds. The campaign is rolled out across Singapore, Malaysia, Thailand, Philippines, and Vietnam.
The campaign features athletes from the aforementioned countries, where they documented Aby Marano, volleyball captain of the Philippines’ national team; triathlon gold medalist Lam Quang Nhat from Vietnam; veteran marathoner Muhaizar Bin Mohamad from Malaysia; rising tennis star Kasidit Samrej from Thailand; and Chantalle Ng from Singapore.
Prior to the campaign’s release, MillStirling interviewed the athletes from each of the countries involved, in an attempt to discover their personal stories behind how the brand mantra ‘LiveUplifted’ as their mantra can influence their sporting performances and their outlook on life.
Daniel Wee, creative director at MillStirling, said, “Southeast Asia has a unique heartbeat, the sounds of the hustle and the bustle and the busy rush hour crowds can be somewhat overwhelming, All these distractions and stress, fades away to just the sounds of running footsteps, a tennis ball being hit, a volleyball being smashed, an aero bike gliding pass or your heavy breathing because you let sport uplift you. This is the heart of what our films want to tell audiences.”
ASICS appointed MillStirling as its creative agency in March this year to develop its 2022 regional brand campaign. The agency believes that the power of sport can uplift spirits, rejuvenate one’s mood and change our outlook on the world for the better. With this new campaign, they hope to remind audiences that sport goes beyond just a competition- it can inspire and transform each individual.