ASICS launches its latest brand film, designed to inspire sportspeople to make a ‘Journey of Improvement’
100m European Champion, Christophe Lemaitre is the latest athlete to feature in the new ASICS ‘Journey of Improvement’ campaign, designed to motivate and inspire everyday sportspeople to achieve their goals.
The 90-second video features an insight into the endless hours Lemaitre dedicates to perfecting even the smallest details at his local athletics club in Aix-les-Bains, southern France.
The digital campaign, produced by 180 Amsterdam, debuts on May 7th and opens with an inspirational quote reflecting Lemaitre’s mind-set; “I am made of endless hours. Not just split seconds.”
Filmed from the perspective of his coach, Pierre Carraz, the short film focuses on the theme of perfection and emphasises the length athletes will train to gain a few hundredths of a second.
Carraz narrates “Everything is a question of detail. When you start, you focus on the major ones, eventually you have to look at the slightest details as these add up to big results. Millimetres are everything.”
The ‘Journey of Improvement’ campaign is ASICS’ central theme for 2013, encouraging everyday sportspeople to improve their performance and ‘better your best’. There are six brand films in the series and each one focuses on a different element of improvement, hard work and learning to overcome setbacks. The latest offering focuses on the theme of hard work and fine turning the details.
Lemaitre is no stranger to this philosophy as he has been perfecting his technique with veteran coach, Carraz, since the age of 15 when he was first scouted at a local sports festival. After only one year of professional training, Lemaitre clocked an impressive 10.96sec in the 100m, however his ambitions did not stop there. In 2010, Lemaitre broke the 10-second barrier when he won the French 100m title in 9.98 seconds.
Commenting on the campaign theme, Lemaitre said; “Since a young age, I have always wanted to improve my game, push my body to the limits and be the best athlete I can possibly be. However, no one can do it by themselves. I’ve been lucky enough to have the support and guidance from my coach who motivates and inspires me to keep improving. Achieving your goals will take hard work, sacrifice, and you are sure to hit obstacles along the way. But if you want it bad enough, you can achieve it.”
The below-the-line campaign will be delivered across social media platforms and hosted on the brands YouTube channel. ASICS has also developed a motivational Facebook app to link with the existing online training tool, MY ASICS, creating a fully integrated concept.