Anima Sana In Corpore Sano, meaning “A Sound Mind in a Sound Body,” is an old Latin phrase from which ASICS brand name is derived.
ASICS has launched its global tennis campaign, ‘It’s a tough game. Go smash it.’, starring top tennis player Gael Monfils in an ‘unexpected’ setting.
The campaign, created by 180 Amsterdam, was launched with an advertising spot to coincide with the 2015 French Open. Other elements include print ads, in-store visuals, and online banners.
In the tennis-specific TV commercial, ASICS’ global brand ambassador Gael Monfils – currently ranked ATP world no. 15 – is transported from the tennis court to a fast-paced, urban environment.
Set to an energetic soundtrack, a group of cunning opponents send tennis balls towards the star at lightning fast speed and from all angles. Outnumbered, but never outplayed, he returns the balls with his trademark acrobatic volleys and airborne smashes, finally conquering the opposition.
“Tennis for me has always been about enjoyment. So, I’m excited to offer a different perspective on tennis, with the video demonstrating the required skills and intense product demands,” Gael Monfils said.
ASICS was founded more than 60 years ago by Kihachiro Onitsuka and is now a leading designer and manufacturer of running shoes, as well as, other athletic footwear, apparel and accessories.