In order to become a brand that appeals not just to athletes, but to next-generation consumers as well, ASICS has come up with a new brand message. It has also added three extra colours to its logo.

Its new brand message is I MOVE ME. Based on its founding philosophy, “a sound mind in a sound body”, the new message is inspired by the wish that people will move their bodies and find spiritual fulfilment, obtaining vitality and happiness through the ASICS brand.

In order for the message to reach a wide range of customers, the company has added colours to its logo, the ASICS Spiral. As well as the original ASICS True Blue shade, light blue, light green and coral, overflowing with bright and positive energy, have been newly added. The new colours will be used in ASICS products and advertising.

The company will begin marketing and advertising the message globally. The company’s largest flagship store, opened in London on 2 August, will have the same image, and is running linked campaigns in which customers can participate.