Now that I am moving steadily towards my dream space of working solely from home and online, hubby and I have time to attend the fitness influencer and press events that I receive invitations to. Awesome venues, celebrity meet and greets, some lovely food and beverage service, and a chance to learn more about brands I love - what could be bad?
Why I Wear Asics
Let me start off by saying that I actually do wear Asics to run and workout in (I do high intensity interval runs - 20 seconds on/30 seconds off, and weight training). They are very supportive and not too flexible, which is exactly what my arthritic, injured feet need. In fact, in a very unscientific survey, I looked at the shoes of subway riders this weekend, and realized that almost every woman around my age (51) was wearing, yes, Asics.
After decades of marketing to athletes and runners, Asics is pushing to re-enter the younger, hipper US market. After opening bespoke stores in major markets, Asics has now teamed up with Grammy-nominated DJ and fitness fanatic, Steve Aoki, for the new I Move Me campaign.
"'ASICS stands for Anima Sana In Corpore Sano, a Sound Mind in a Sound Body and we are so excited to show the world a reimagined interpretation of that mantra,' says Gene McCarthy, President and CEO of ASICS Americas. I MOVE ME is more than a campaign. It is a movement representative of the evolution and growth of the ASICS brand. We are setting out to reframe our narrative, deepen relationships with our core consumers and connect with a new generation of fitness minded consumers.'"
Asics I Move Me Event at The Jump Room
I received an invitation to meet Steve Aoki, learn more about I Move Me, and experience the new Asics shoes at The Jump Room last Wednesday, 10/25/17. The Jump Room is a secret event space in the East Village that has, yes, trampolines and special cameras that take a .gif of you while jumping. Plus a DJ balcony, great sound and AV, and awesome lighting.
We had a great time! I met Steve, tried on the new Asics, which were so comfortable, and jumped on the trampolines! The crowd of press and influencers was very diverse, with all races, genders, and ages ranging from 20s-70s.
I am looking forward to seeing where this goes. I heard many teasers about what will be coming up, and what will be happening, but still am not quite sure where this is going in terms of products. I hope this is not just more marketing noise, but will culminate in a solid campaign.
Here are some photos from the event: