ASICS runs with new PR agency for SG market

ASICS has appointed DeVries Global as its PR agency in Singapore, following a pitch. W Communications was the incumbent agency for the account. MARKETING-INTERACTIVE has reached out to ASICS for comment. At the same time, the brand launched the ASICS World Ekiden once again this year. This comes after the success of last year's inaugural event, which saw over 56,000 people from 173 countries participate in the virtual marathon relay.

This year's ASICS World Ekiden will take place from 10 to 22 November and aims to uplift the world through sport in 2021 and beyond. Inspired by Japanese heritage and running culture, the virtual relay is split into six legs of varying distances. The relay will see teams of up to six pass a digital tasuki - a narrow band of fabric associated with traditional Ekidens - between them as they run a combined virtual marathon in the fastest possible time.

The first Ekiden in Singapore was launched by sports equipment company Mizuno. 

Yasuhito Hirota, president and COO of ASICS, said that throughout 2021, the brand has been on a mission to inspire as many people as possible to experience the uplifting impact of movement on the mind as a way of achieving a sound mind in a sound body. "Back for its second year, the ASICS World Ekiden 2021 is one of the many events we're hosting across the year that we hope will inspire people to get involved. We're excited for runners of all levels and abilities everywhere to unite in their teams and combine their collective efforts as they race towards the virtual finish line.

The virtual relay is also one of many ASICS events that are centered on World Mental Health Day, to inspire as many people as possible to get moving and contribute to vital global research. One such example is Mind Uplifter, which people can use to capture their state of mind before and after exercise. The results are then added to the collective World Uplift Score, which can be tracked live on ASICS' World Uplift Map.

Separately, Singapore saw Foodpanda and Samaritans of Singapore use a cookie to encourage individuals in Singapore to open up and be honest about how they feel, in a bid to normalise talking about mental health. The campaign took place in September this year, in conjunction with World Suicide Prevention Day. Along with bubble tea brand LiHO, foodpanda distributed an Honest Cookie with every LiHO delivery or pick-up order made on the platform. It also offered nearly SG$30,000 worth of marketing support to spread awareness about The Honest Cookie project.

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