AYAMi

AYAMi - What is real beauty?

Introduction

Women runners want both style and function in their running apparel and ASICS’ new AYAMI range is designed to provide exactly that. Our research confirms that women run to achieve both mental and physical restoration.

Asics AYAMi is about re-defining beauty. Beauty is not found inside a make up bag, but in a woman’s effort and determination. The campaign asks, ‘What is real beauty?’

Check out some visuals

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Case Study

Our research confirms that women run to achieve both mental and physical restoration. So we engaged women by addressing their mind as well as their body. AYAMI’s holistic concept of beauty reflects the interdependence of mind and body that is at the core of the ASICS brand.

As the AYAMI movement has spread, a quarter of all the women running in the 2010 Paris Marathon signed up to become the face of the next campaign. The first ever live casting was a huge success with widespread international PR carrying the AYAMI message in further a field. Using Facebook to launch a live casting event at the 2010 Paris Marathon, two real-life runners – Aurelie and Tessa – were selected for the 2011 AYAMi Spring/Summer campaign.

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