This month, we attended an immersive experience with Anima Sana In Corpore Sano known as Sound Mind in a Sound Body - or better known as the 70 year old iconic Japanese brand, ASICS. This experience introduced a partnership and campaign between the sports performance brand and Grammy-nominated, DJ/producer, international entrepreneur and fitness fanatic, Steve Aoki, who serves as the face behind the I MOVE ME campaign in North America.
The campaign allows the brand to connect with new audiences in an ever-changing fitness industry and builds upon ASICS' core philosophy. I MOVE ME aims to bring people together and inspire them to be healthy and happy through movement.
At the event in the LES, guests enjoyed a large Jump Room with 180 degree cameras tracking their movements, and of course, Aoki also showed his movements on the trampolines as well.
The actual campaign is a sensory film that stars the DJ, set to his new Kolony track and reflects the correlation between his music and movement. In addition, their is an inclusion of energy, motivation and passion that he brings to whoever his path crosses. He also connects with other passionate people from Kinjax, Overthrow and Cobra Fitness Club.
The campaign is shot in his home in Las Vegas, in LA and in NYC. In addition, ASICS sponsored athletes - four-time World Championship Wrestler and 2012 Olympic Gold Medalist, Jordan Burroughs (U.S.) and World Champion track and field athlete and bobsledder, and three-time Olympian Lolo Jones (U.S.) intersect with the DJ as he appears during their training routines.
"I am really excited to work with ASICS, an iconic Japanese brand," says Steve Aoki. "My life is not only about music and fashion, but also fitness, nutrition and health. I'm really grateful for an opportunity to partner with an athletic brand that not only supports the same philosophy as me and allows me to infuse my DNA into the creative process, but is also aiming to inspire and encourage others."