ASICS launches its latest video, designed to inspire sportspeople to make a ‘Journey of Improvement’
British triathlete, Helen Jenkins is the latest athlete to feature in the new ASICS ‘Journey of Improvement’ campaign, designed to motivate and inspire sportspeople to achieve their goals.
The 90-second video follows Jenkins as she journeys through her Welsh hometown, running across the Ogmore shoreline, biking through The Black Mountains and swimming in the Glen Neath Lakes.
The campaign, produced by 180 Amsterdam debuts on February 5th and opens with an inspirational insight into Jenkins mindset; “I am made of getting up. Not staying down”.
Referring to her Achilles injury in 2006, Jenkins narrates; ‘Physically I think you can cope with the pain. Emotionally, that’s what’s hard. I think you have to get up, wipe away your tears and get on with it”.
The ‘Journey of Improvement’ campaign encourages sportspeople to learn from their setbacks and work hard to improve performance. No stranger to this philosophy, Jenkins, who finished fifth place in the recent London 2012 Olympics due to a knee injury comments; ‘There are always setbacks along the road. I just really try and learn from them to become a better athlete.”
Commenting on the new video Jenkins, who has signed up as an ASICS ambassador for the 7th year running said; “The video is beautifully shot and really captures the stunning surroundings where I’m fortunate to train. Instead of presenting each discipline in chronological order, we decided to break it up throughout the piece to convey the countless hours of training it took to return from injury and come back stronger. With this in mind, I hope the video inspires others to achieve their goals in 2013 and better your best.”
The below-the-line campaign will be delivered across social media platforms and hosted on the brand’s You Tube channel. In addition, ASICS has developed a motivational Facebook application to link with the existing online training tool, MY ASICS, creating a fully integrated, inspirational concept.