ASICS follows cricket journeys

Creative content shop Infinity Squared has launched a new campaign for ASICS to coincide with the brand’s launch of its footwear and apparel sponsorship of Cricket Australia.

The longer format mini-documentaries communicate  insights on the motivations and challenges faced by Australian cricketers – Michael Clarke, Shane Watson and Brad Haddin – in their journeys to achieving their sporting goals.

The television campaigns also feature the same players but focus more on the culture and goals of the Australian cricket team to get back to the top of world cricket.

The campaign is in line with ASICS’ True Sport positioning to be launched shortly. True Sport is about the journey that each athlete embarks upon to achieve their sporting goals.

Says Sam Chew, ASICS Marketing Manager, “Setbacks and challenges are very much a part of that journey. The Australian team has embarked upon their journey back to the top of the cricket world and the spots will give fans a rare glimpse into what drives them.”   

The TVCs launched early November on Fox Sports with the three longer form documentaries running across multiple digital and social media platforms when the Australian cricket team return home.

• Pictured at the sponsorship launch with Cricket Australia: from left, CA's Michael Brown with ASICS' Arata Ikeda and Allan Russell

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