Asics hunts for the face of its women's running range

Fashion / Clothing

Sarah Shearman

December 09, 2010

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1 minute

Asics hunts for the face of its women's running range

Asics, the athletics brand, is launching a pan-European digital campaign to find the face for its Ayami women's sportswear range.

The Asics campaign has been created to promote the women's sportswear brand as stylish and functional.

The activity, created by Amsterdam Worldwide, centres around a Facebook Asics page containing an online casting app that encourages women to upload pictures or films of themselves running towards the Asics Facebook wall. Members who view the images are then asked to vote for their favourite using the "Like" function.

The most popular runners will feature in an Asics "Lookbook" gallery on the Facebook page, while the overall winner with the most votes will appear in next year's Asics Ayami campaign by Amsterdam Worldwide.

Asics rolled out its Ayami range in March 2010 with a launch supported by an integrated marketing campaign, also by Amsterdam Worldwide.

In February, Amsterdam Worldwide created an online video and a range of print ads to promote Asics' footwear as global running shoes.

Asics hunts for the face of its women's running range