- Vivian Hendriksz |
London - Working out just became the new family hobby to do this summer. Sportswear brand Asics has teamed up with the Walt Disney Company ahead of the launch of the much awaited Incredibles 2 animated film from Disney-Pixar, to encourage families around the world to keep moving.
As awareness surrounding the benefits of keeping physically active continues to increase, Asics aims to target thousands of families to get active together through the launch of a cross-media campaign with Disney. The new campaign, which builds on Asics global campaign 'I Move Me', sees the sportswear brand aim align with Disney's Healthy Living commitment that aims to inspire families to be happier and healthier.
Asics x Disney to launch limited edition footwear collection inspired by Incredibles 2
"We are delighted to announce this exciting partnership with Disney·Pixar and Incredibles 2," said Robin Karakash, Director of Integrated Marketing Communications Asics EMEA in a statement. "Around the world rates of physical activity are dropping, especially amongst children, so our mission at Asics is to get generations of families moving more and we are certain that we’ll be able to inspire thousands to move and enjoy the power of exercise."
The new campaign is based on the Parr family, the superhero family from Incredibles, and will include limited editions items, in-store events as well as digital content. Asics is set to release a unique range of limited edition Incredibles 2 x Asics footwear. The collection includes five custom running shoes for the family, which are inspired by different characters from the film, like Incredible and Frozone.
In addition, Asics has developed a series of 'super workout videos' that are inspired by the powers of each of the Incredibles 2 characters, ranging from super strength and stretch to balance and speed. The videos feature a number of international Asics FrontRunners, the brand's ambassadors, who demonstrate fun and achievable exercises for families to replicate at home. In addition, the work out videos also offer families super rewards when visiting Ascics stores, including certificates and incentives in exclusive products.
The Asics x Disney partnership also sees Asics hosting a number of in-store events across its flagships in London, Amsterdam, Paris, Brussels, Barcelona, and Madrid from July onwards. The flagship stores will feature special furniture sets with Asics FrontFunners running workout sessions open to all. The global campaign is set to launch June 2018, with the Incredibles 2 x Asics collection launching in Asics flagship stores and online from July.
Photos: Asics x Disney