ASICS launches its latest video, designed to inspire sportspeople to make a ‘Journey of Improvement’
British marathon runner, Vincent O’Neill, is the latest athlete to feature in the new ASICS brand campaign, titled ‘Journey of Improvement’, designed to motivate and inspire sportspeople to achieve their goals.
The 90-second video follows the story of an everyday marathon runner, as he trains through the streets of London. Unlike traditional runners, O’Neill is an athlete with a twist; joining the growing community of marathon runners who compete in a range of weird and wonderful fancy dress costumes to raise money for charity.
In O’Neill’s case, he represents UK-based conservation charity, Save the Rhino International and competes most of his races in a life-sized rhinoceros outfit that weighs over 11 kgs.
The ‘Journey of Improvement’ campaign encourages sportspeople to push themselves to the next level. In O’Neill’s case, improvement isn’t just measurement in seconds, metres or milestones; it’s measured in dedication, commitment, and believing you can be more.
Reflecting on his inspiration behind taking on the Rhino Runner challenge, O’Neill commented; “I wanted a bigger challenge. I’ve competed in a number of marathons all round the world; however I wanted to push myself further. For me, the combination of running in costume and raising money for charity was the perfect challenge. I wanted to prove to myself that I could better my best. Ordinary people can challenge themselves and achieve extraordinary things.”
The latest brand video, produced by 180 Amsterdam debuts on March 5th and opens with an inspirational quote from the veteran runner; “I am made of the next challenge, not the last.”
Commenting on the new video, the London runner said: “The video does a fantastic job capturing what it feels like to run in the suit and the reaction it creates from members of the public. The rhino suit makes the race more physically demanding, so I have to train a lot harder to be fit enough to carry its weight, over 42km. I hope the video inspires fellow sportspeople to achieve extraordinary things in 2013.”The below-the-line campaign will be delivered across social media platforms and hosted on the brand’s YouTube 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.
The new ‘Journey of Improvement’ video can be viewed at: http://www.youtube.com/asicsvideo?x=eu-en_sports_469_4