In recent years, there’s been a rising emphasis on the importance of artists and lifestyle influencers in sneakers. Traditional athletes are taking a back seat, and brands are coming to realize, you’re only as cool as your celebrity endorser.
And just recently, ASICS announced their very first celebrity partnership; a partnership that calls on Grammy-nominated DJ, international producer, and fitness fanatic, Steve Aoki.
In a new campaign dubbed I Move Me, Aoki shows how his creativity-fuelled lifestyle connects with the Japanese rooted footwear and apparel brand ASICS, otherwise known as Anime Sana In Corpore Sano (Latin for Sound Mind, Sound Body).
With a soundtrack of Aoki’s new track Kolony, the video is set in the creative mastermind’s home and various locations in New York and Los Angeles. Watch below as ASICS interweaves stories of different athletes and creatives, including Aoki, inspirational movers Kinjaz, Overthrow and Cobra Fitness Club, and ASICS sponsored athletes like four-time World Champion Wrestler and 2012 Olympic Gold Medalist, Jordan Burroughs, and World Champion track and field athlete, bobsledder and three-time Olympian Lolo Jones.
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