An international athlete/brand values-based campaign from sportswear brand ASICS running in print across EMEA under the title ‘Pledge To Athletes’ leveraged spiking tennis fever around The Championships, Wimbledon through a simple, yet powerful copy-led spot which reinforced the brand’s core values.
Created in harness with agency Neil A Dawson & Company and rolling out from the second half of June, the print execution features a female tennis player in the act of serving alongside copy stating: “We want to win, but not at all costs’.
The campaign was briefed in by and created for an ASICS EMEA team which included EVP & Head of Product, Marketing and Merchandising Gary Raucher, Communications Director Caroline Fisher and Senior PR & Marketing Manager Lindsay Mandeville, plus Brand Content Manager Tenielle Matthews and PR Co-ordinator Esther Turkenburg.
The group working on the campaign at agency Neil A Dawson & Company was led by Creative Director Neil Dawson and included Creatives Clive Pickering and Mike Watson.
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