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ASICS gets moving with Eurosport with new TV series across 54 markets

ASICS_I MOVE ME_Dewi Griffiths

As part of ASICS’ brand new platform ‘I MOVE ME’, Eurosport will broadcast an exclusive TV series that goes behind the scenes into the lives of seven athletes and explores why sport moves them to get the most out of life on and off the field of play.

Global superstars from the world of tennis, rugby union and athletics are set to star on Eurosport as part of a new drive from ASICS to get people to be active and move. With ASICS as broadcast sponsor, Eurosport will broadcast an exclusive series – Beyond Champions: into the Minds of Great Athletes – across 54 markets.

Leveraging Eurosport’s position as ‘the number one sport destination in Europe’, the partnership will seek to supercharge ASICS’ mission that movement is a key to happier life and ambition.

Broadcasting on Eurosport 1 and Eurosport 2 from April 4th, the series complements Eurosport’s coverage of some of the greatest sporting events across the globe and provides a unique insight into what it takes to become a champion in these arenas. The initiative also features a comprehensive digital element including an I MOVE ME content hub on www.Eurosport.com.

The stars include some of the world’s most famous sporting faces set to feature in Eurosport’s top events across 2018 such as Roland Garros and the European Athletics Championships:

  • Gael Monfils: Tennis legend on and off court who has reached #6 in the world (FRA)
  • Candace Hill: Fastest female high school sprinter in the world (USA)
  • Anouk Vetter: Heptathlon European Champion, World Bronze medallist & Olympic finalist (NED)
  • Seabelo Senatla: National Rugby Sevens Player and World Rugby 7s Player of the Year 2016 (SAF)
  • Libby Clegg: Double Paralympic Sprint Champion (UK)
  • Ramu Tokashiki: First Japanese woman to play WNBA (JAP)
  • Team Nordmark: Inspirational Mikael runs marathons with his disabled son Hugo (SWE)

A release from ASICS notes that ‘Each episode opens a window to the private space of legends and champions seldom seen by outsiders where sports dreams and personal missions come to life as the series follows the gruelling training regimes and life away from the track, field or court.’

The Beyond Champions series investigates some of the questions surrounding the lives of champions; what are the realities of living life in the spotlight, how critical are the teams behind the scenes and what is the real price of the devotion and sacrifice required to be the best in the game?

Discovery Creative, the creative agency of Eurosport’s parent company Discovery, has also produced bespoke content for ASICS’ TV advertising spots, which will run during the series, amplifying ASICS new brand campaign ‘I MOVE ME’. The content explores the theme of movement across lifestyle and fitness communities in London, Berlin, Paris and Moscow.

In the ads, ASICS ambassadors are profiled alongside ‘innovative user-generated content curated by Discovery and captured via Cinebody… Together, through a stream of activity, they demonstrate what inspires individuals and cities to move.’

Viviane Paxinos VP, Advertiser Partnerships at Eurosport said “We’re truly inspired by the ambition of ASICS to get Europe moving and believe their mission perfectly complements Eurosport’s brand values and the outlook of our passionate super fans. I’m excited that this partnership brings together one of ASICS’ largest brand campaigns and Eurosport’s innovation and premium audience in over 50 markets. The focus on real life athletes reflects our extensive sports coverage and together we are delivering an inspirational campaign with our fans at the heart.”

Robin Karakash, Director of Integrated Marketing Communications ASICS EMEA commented, “It is an honour to work with incredible athletes and tell their personal tales in a compelling documentary. As a true sports performance brand that enables personal movement through superior technology, we wanted to showcase the very personal angles beyond the spotlight and demonstrate what truly motivates each athlete to move. We believe that by telling these amazing stories, we can inspire others to get active and moving.”

Eurosport is ‘the number one sport destination in Europe’. As the Home of the Olympic Games in Europe, Eurosport delivered ‘the ultimate Games experience for PyeongChang 2018’ reaching both record linear and digital viewership across localized Eurosport services. Firmly established as the home of cycling, grand slam tennis and winter sport, Eurosport channels – Eurosport 1, Eurosport 2 – reach 231 million cumulative subscribers across 95 countries in Europe, Asia Pacific, Africa and the Middle East.

Eurosport.com is Europe’s number one online sports news website with an average of 60 million unique users per month and, along with the Eurosport app (available on iOS and Android), the only place to watch Eurosport anytime online, on mobile and on tablet devices. Eurosport Events specializes in the management and promotion of international sporting events.

Anima Sana In Corpore Sano, meaning ‘A Sound Mind in a Sound Body’, is an old Latin phrase from which ASICS is derived and the fundamental platform on which the brand still stands. The company was founded more than 60 years ago by Kihachiro Onitsuka and is now a leading designer and manufacturer of running shoes, as well as, other athletic footwear, apparel and accessories.



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