The sports brand is launching its first global sponsorship campaign during the 2008 Olympics spanning, TV ads, idents and break bumpers. The deal will enable Asics to steal some thunder from rival sports brand Adidas, which is an official sponsor of the 2008 Beijing Olympics as well as London 2012.
Across Europe, Asics will run its ads on Eurosport from May until September across Olympic related content and during the Olympic Games themselves. In the UK, the 2008 Olympics will be broadcast live by Eurosport and the BBC. The XXIX Olympiad will run from 8 to 24 August 2008.
Eurosport will broadcast 15 hours a day from the Olympics for its duration. Asics makes sports equipment for a range of sports featured at the Olympic Games including running, tennis, hockey and football.
Last May Asics - which stands for 'Anima Sana in Copore Sano' the latin for sound of mind, sound of body - handed its global creative account to Amsterdam-based agency, Woedend! following a competitive pitch process (Marketing 3 May).
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