Asics launches ‘True Sport’ cricket campaign

Asics has launched a new campaign to build on its status as the official footwear and apparel sponsor of the Australian cricket team.

The campaign, which features Michael Clarke, Shane Watson and Brad Haddin in three 30-second executions, was created by production company Infinity Squared.

Longer form documentary style executions are to follow later this year.

The campaign falls in line with Asic’s ‘True Sport’ positioning, which is about “the journey that each and every athlete, amateur or professional, embarks upon to achieve their sporting goals,” according to a press release.

“We wanted to humanise the stars in sport and communicate that achieving one’s goals is as much about training the mind as it is training the body,” said Infinity Squared’s creative director Nick Boshier.

“The voice over, the visual style, the beauty of the imagery, the overall communication hopefully reflects the simplicity of overcoming and stripping oneself of the things that hold us back.”

“The Australian cricket team has just embarked upon their journey back to the top of the cricket world and the spots will give cricket fans a rare glimpse into what drives our cricket team,” said Asics marketing manager Sam Chew.

Creative: Nick Boshier, Mark Alston
Executive Producer: Dave Jansen
Production Company: Infinity Squared
Director: Mark Alston
Producers: Rachel Dore / Ainslee Wood
Post Production: Infinity Squared
Music Production: Song Zu
Client: ASICS
Marketing Manager Australia: Sam Chew


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