ASICS, a leading designer and manufacturer of performance athletic shoes, apparel and accessories, today announced the launch of the brand’s new digital training campaign. Struck, a digital-forward creative agency developed the campaign, which offers a fresh take for the online training world. With this new program, athletes will be able to easily share and create training content within a like-minded community of athletes.
“We are excited about this fresh new direction from Struck that reinforces our role as a training leader,” said Peter Malecha, Web Marketing Manager at ASICS America. “Struck continues to deliver innovative and creative solutions that help us redefine the state of online training and offer our athletes real value.”
Struck’s design for the ASICS America digital training program is influenced by insights gleaned from the online music industry. Because the music industry is busting at the seams with content, they’ve learned to organize it in a user-friendly way. Struck is applying this same approach by allowing the online training community to create workout “playlists” comprised of individual exercise videos. As a result, users will find the ASICS America digital training platform to be uniquely customizable, social and shareable.
Athletes and trainers can upload their own exercises for consideration as part of the overall training mix. This allows trainers to extend their own online brand and reach new audiences. With shareable user content, this new platform creates a community meant to inspire, true to the ASICS brand.
“The Struck team prides itself on leveraging key insights to produce powerful creative solutions,” said John Gross, Struck Account Director and lead strategist on the ASICS America account. “For example, because we anticipate most users will curate their playlists on their desktop and then use their smartphone to access it while at the gym, we’ve created a mobile-friendly and responsive site to tap into these behaviors.”
Try the site here.
Account Director/Strategist: John Gross
Sr. Account Manager: Jaclyn McCown
Executive Creative Director: Matt Anderson
Interactive Creative Director: Abe Levin
Producer: Katherine Cochran
Developers: Amos Lanka, John Crain
Tech Director: Paul Schmit
UX: Nate Goss