Steve Aoki, American DJ and producer of electronic music, collaborates with ASICS, famous Japanese brand of sportswear, for its new global campaign “I Move Me”. The campaign should continue throughout 2018 with new partnerships, notably with influencers.
The founder of the label Dim Mak Records features in a video that showcases his latest track “Kolony”. It was produced by United Entertainment Group and was shot in New York City, Los Angeles and Las Vegas. The artist is seen exerting himself in different sports, including running, boxing, muscle and dance. His music and his movements are surprisingly well coordinated, with Steve Aoki expressing himself in the following way: “My life is constantly shaped by being on the move”.
This new project aims to attract young consumers less inclined to jogging. The campaign promotes a new image of training, considered as a passion and not an effort anymore. “ASICS stands for Anima Sana in Corpore Sano, a Sound Mind in a Sound Body and we are so excited to show the world a reimagined interpretation of that mantra”, Gene McCarthy, president and CEO of ASICS Americas, said in a statement.