ASICS Appoints Imagination on 2012 Olympics Brief

ASICS Sound Mind Sound Body and the Olympic spirit brought to life at an inspirational venue

London, United Kingdom, March 16, 2011 --( ASICS, the premium sports performance brand, has appointed global communications agency, Imagination, to help create a strong brand presence during the 2012 London Olympic Games.

Imagination, whose track record with Olympic-related brand activation includes every summer and winter Olympics since 2002, will work closely with ASICS to develop an immersive and engaging experience that brings the brand’s values to life.

As part of the brief, Imagination will design and deliver an ASICS Olympic venue that will demonstrate the brand’s passion for sports and inspire ASICS partners, customers and guests with its brand message, while showcasing its renowned innovations in design and technology to help true athletes improve their performance.

Imagination, appointed after a competitive pitch process, was selected to create a unique space that will remain open to guests throughout the duration of the Games.

The venue will serve as a hub for hospitality as well as a key part of ASICS brand communication activity during the Olympics.

Michael Price, the ASICS European marketing director, said: “Imagination showed how they would bring to life our founders philosophy that through sport you can inspire a generation. At our venue we’ll link our Sound Mind Sound Body ethos with the Olympic spirit to inspire our retailers, our athletes and everyday sportspeople. We are proud to work with Imagination who has an exceptional track record in delivering Olympic related activation.”

Julian Baker, Creative Director at Imagination, said the ASICS Olympics presence will inspire people’s interest in sport in a genuine, authentic and interactive way and be a welcoming haven for Olympic visitors.

“Design excellence, innovation, and a commitment to quality and originality are at the heart of the ASICS and Imagination brands,” he said.

“The ASICS Olympic venue will engage a wide group of people, encourage participation and provide visitors with a real ASICS experience that embodies the spirit of the Games – that sport has not only a positive effect on the body and soul, but overcomes cultural differences and improves solidarity.”

About Imagination

Launched in London in 1968, Imagination is an independent communications agency whose roots lie in non-traditional, live, experiential marketing. Imagination has twelve offices around the world, and the full complement of in-house talent, from brand consultants to architects, advertising specialists to interior designers, retail specialists and event producers to direct marketers and digital experts. This unique offering enables Imagination to approach every problem from broader and more unanticipated angles, build solutions from the ground up across all channels, and deliver insights aligned with the way people wish to interact with brands. Imagination transforms business through creativity. Imagination’s clients include Aston Martin, Guinness, oneworld global alliance, Disney, Ford, Johnson & Johnson, Goldman Sachs, Shell and Samsung. In 2010 Imagination was declared number one in Design Week’s UK Top 100 Design Agency survey.

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