ASICS I MOVE ME Brings Collective Energy to American Screens
ASICS I MOVE ME is a brand platform campaign published in the United States in December 2018, produced as a single film asset by United Entertainment Group and Honor Society, directed by Ariel Danziger, and rooted in the proposition that physical movement generates collective energy and contributes to a happier life.
ASICS launched the I MOVE ME brand identity on October 18, 2017, according to a company announcement, describing a rollout involving digital video, macro- and micro-influencers, in-store activity, and offline activations extending into 2018. Saatchi and Saatchi's Los Angeles office developed the original campaign, as reported by saatchi.com, with the platform going live in July 2017 before expanding geographically and creatively across the following year. The December 2018 United States film, catalogued by Clapboard, represents the campaign's mature expression in the American market — a focused creative execution arriving after the platform had already been pressure-tested across multiple territories and channels.
The strategic ambition behind I MOVE ME was openly transformational. ASICS was repositioning from a performance-running specialist toward a broader lifestyle and apparel proposition, targeting younger, more culturally connected consumers in the United States and beyond. The campaign's core idea — that movement is not merely athletic but communal, expressive, and emotionally resonant — served as the bridge between the brand's technical heritage and its aspirational identity in fashion and lifestyle. The campaign name itself carried deliberate grammatical weight: the first-person singular paired with a reflexive verb signalled personal agency, while the collective energy the films depicted pushed that individuality outward into shared experience. In the United States, where the sportswear and lifestyle apparel market was intensely competitive in 2018, that dual register of self and community gave ASICS a distinct creative posture.
ASICS entered 2018 facing a structurally difficult competitive landscape in the United States. The global sports and fitness clothing market was valued at approximately 167.1 billion dollars in 2018, according to researchandmarkets.com, with a forecast compound annual growth rate of 5.1 percent through 2026. Within that market, Nike held approximately 41 percent market share with revenues of around 31.35 billion euros in 2018, according to brandbusinessboundless.com, while adidas held approximately 22 percent market share with revenues of around 21.92 billion euros, as reported by selfstorming.com. ASICS occupied a narrower position, primarily associated with dedicated runners, and the I MOVE ME platform was the brand's answer to that positioning gap.
The consumer insight animating the campaign drew directly from ASICS' founding philosophy. The brand name is an acronym for Anima Sana in Corpore Sano — a sound mind in a sound body — and as noted by Corp Asics, the I MOVE ME platform reactivated that philosophy for a generation less interested in athletic credentials than in movement as a lifestyle value. Transform magazine described the campaign as a digital storytelling effort built on the proposition that movement contributes to a happier life, framing physical activity not as performance but as emotional and social currency. In the United States, where athleisure had dissolved the boundary between workout wear and everyday fashion apparel, this reframing was strategically coherent. The campaign explicitly reached beyond committed runners toward a younger, wider audience for whom movement was identity rather than discipline, positioning ASICS within the lifestyle and fashion conversation that Nike and adidas had long occupied and that newer entrants such as Lululemon were aggressively expanding.
Ariel Danziger directed the December 2018 United States film for ASICS I MOVE ME, with production handled by Honor Society and creative oversight provided by United Entertainment Group, according to production records documented on adsoftheworld.com. The film represented a collaborative structure in which a specialist creative production company and an integrated entertainment agency shared responsibility for translating the I MOVE ME brand platform into a single, coherent visual statement for the American market.
The crew assembled for the production brought distinct craft expertise to each stage. Director of photography Jackson Hunt shaped the film's visual language, while editor Paul La Calandra handled the cut. Post-production was split between Uppercut and The Mill, with The Mill serving as the color facility — a choice consistent with high-specification commercial work targeting fashion and lifestyle audiences. Colorist credits from The Mill, as listed on adsoftheworld.com, completed the image finish that gives the film its tonal coherence. Creative director Jared Pearlman led the conceptual direction, with strategist Tom Howells and art director Drew Kassl contributing to the campaign's structural and visual logic. Agency producer Zach Fleming managed production, while Honor Society founder and executive producer Megan Kelly oversaw the production company's contribution throughout. The inclusion of Steve Aoki — an internationally recognised DJ and cultural figure — as a talent element within the broader I MOVE ME platform reinforced the campaign's bid to connect ASICS with youth culture and collective energy rather than solely with running performance. The film's construction, across direction, photography, editorial, and colour, reflects the premium production standards ASICS deployed to signal its fashion and lifestyle ambitions in the United States market.
No verified performance data for the December 2018 ASICS I MOVE ME United States film is publicly available. No specific reviews were located in Campaign, Ad Age, Adweek, The Drum, or Contagious trade publications, as confirmed by editorial research. Clapboard assigns the campaign a Score of 56 out of 100, a rating that reflects competent execution within a strategically sound platform rather than breakthrough creative distinction.
Structural analysis supports a measured assessment. The campaign's production credentials are strong: The Mill's colour work, Honor Society's production stewardship, and Ariel Danziger's direction constitute a professional-grade delivery. The creative platform itself had already demonstrated scale in the EMEA region, where Transform magazine reported a planned rollout across 13 markets with more than 1,000 content items and a potential reach of over 400 million people. The nine movement ambassadors deploying platform-specific content across Facebook, Instagram, Snapchat, and Spotify, as described by Transform magazine, established the campaign's multichannel logic before the United States film arrived in December 2018. What the US film contributed was a concentrated, cinematically finished articulation of collective energy — a single asset designed to anchor the brand's lifestyle and fashion positioning in the American market. Without audience response data, sales attribution, or media performance figures on record, the film's commercial effectiveness in the United States remains unverifiable. Its structural effectiveness, however, is evident in the alignment between brand ambition, creative execution, and production quality that the assembled team delivered.
ASICS I MOVE ME is a brand platform launched in July 2017, developed by Saatchi and Saatchi's Los Angeles office, according to saatchi.com. It positions physical movement as a source of happiness and collective energy, expanding ASICS beyond its performance-running identity into lifestyle and fashion. A United States film was published in December 2018.
Ariel Danziger directed the December 2018 United States film for ASICS I MOVE ME. The production was handled by Honor Society, with United Entertainment Group serving as the creative agency. Post-production was completed by Uppercut and The Mill, as documented on adsoftheworld.com.
ASICS launched I MOVE ME to reposition from a performance-running specialist toward a broader lifestyle and apparel brand. As reported by corp.asics.com, the platform reactivated the brand's founding philosophy — a sound mind in a sound body — for younger consumers in the United States and across global markets where Nike and adidas dominated.
Steve Aoki featured within the broader I MOVE ME platform as a cultural talent element connecting ASICS to youth culture and collective energy. His involvement reinforced the campaign's strategy of broadening ASICS' appeal in the United States beyond dedicated runners toward a lifestyle and fashion audience, as part of the 2018 rollout.
Clapboard assigns the ASICS I MOVE ME 2018 United States film a score of 56 out of 100. The rating reflects competent, professionally executed creative work within a strategically coherent brand platform, rather than standout creative distinction. No verified third-party performance data for this specific film is publicly available.
ASICS used I MOVE ME to challenge Nike and adidas on lifestyle and cultural relevance rather than performance credentials alone. In a United States market where Nike held approximately 41 percent market share, according to brandbusinessboundless.com, ASICS targeted younger consumers by framing movement as personal identity and collective energy rather than athletic achievement.
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