Music Producer !llmind Headlines New ASICS Campaign

Spot directed by Honor Society’s Ariel Danziger.

by Source Editorial



While the sports brands of today continue to push their consumers to be faster, better and stronger than the pro-athletes splashed all over billboards, ASICS is continuing to celebrate the real people who are using movement in real, empowering ways.

ASICS is unveiling the next chapter of the I MOVE ME campaign in North America, featuring two-time Grammy-nominated producer/DJ Steve Aoki and a new cast of storytellers from the worlds of music, culinary, art and sport. The new campaign builds upon its first iteration to explore the dynamic relationship between a sound mind and a sound body, the founding principal of the ASICS brand.


ASICS will be releasing more I MOVE ME content through the end of the year, with a whole new cast of storytellers from a wide array of backgrounds, including:

  • Musician and producer !llmind
  • 2x Grammy-nominated producer/DJ Steve Aoki
  • ASICS sponsored track and field sprinter and decorated athlete Queen Harrison
  • Celebrity chef Marc Forgione
  • Renowned mural artist “ELLE Street Art”

I MOVE ME first launched in early 2017 as ASICS’ biggest marketing investment in over two decades, seeking to ultimately create a reason to get people moving. The new chapter of the campaign takes a wider look at the real-life ways people are exploring how physical movement is used as a catalyst for creative expression.

In addition, ASICS is spreading the word on social media with influencers from different walks of life, including outdoor adventure photographer Mina Young Lee, actor and martial artist Marrese Crump, fitness guru Erin Bailey, landscape photographer Meeshuno and artist Dylan Gebbia-Richards. ASICS sponsored athletes will also create content for I MOVE ME, including professional athletes and record holders Deena Kastor and Lolo Jones; decorated runners Sara Hall, and Candace Hill and junior tennis champion Claire Liu.

The campaign was created and executed by United Entertainment Group in New York City, and directed by Honor Society director Ariel Danziger, who drives the fusion of culture and sport through kinetic, music-driven narratives.



Client: ASICS
Product: I Move Me 2018
Title: ‘Moving Minds’

Editor: Paul La Calandra (Uppercut)
Asst. Editor: Tyler Horton
Producer: Lisa Sadek
Flame Artist: John Geehreng
Agency: United Entertainment Group
Agency Producer: Zach Fleming
Agency SVP: Jared Pearlman
Production Company: Honor Society
Director: Ariel Danziger
Dir. of Photography: Jackson Hunt
Color: The Mill: Damien Van Der Cruyssen
Audio/SFX: Echo Lab: Gavin Little


Read the original article HERE.