The endorsement partnership forms part of Asics’ global ‘I Move Me’ advertising campaign, which has seen the brand present a contemporary expression of its founding philosophy – ‘sound mind in a sound body’ – to focus on participation, as well as performance.
Novak Djokovic will be the brand's new Global Tennis Footwear Ambassador, and together they are launching a new signature shoe, the GEL-RESOLUTION NOVAK, ahead of the Australian Open.
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In support of the partnership, digital and in-store assets have been created to drive the ‘I Move Me’ messaging and support sales of the GEL – RESOLUTION NOVAK shoe globally.
Motoi Oyama, Chairman, President and CEO, Representative Director, ASICS Corporation, says, "We're thrilled to be working with Djokovic as part of our ongoing commitment to inspire people to move more on and off the court. He's an inspiration to the industry and fans across the globe, known for his stamina and strength, both physically and mentally. It's fantastic to be partnering with someone that embodies the same values and beliefs that ASICS stands for every day."
Asics chief marketing officer Paul Miles said the partnership and launch celebrated the principles of the ‘I Move Me’ campaign, launched in 2017, which champions everyday active people leading a healthy, positive and balanced life.
"We’re thrilled to be working with Djokovic as part of our ongoing commitment to inspire people to move more on and off the court," Miles said.
"He’s an inspiration to the industry and fans across the globe, known for his stamina and strength, both physically and mentally. It’s fantastic to be partnering with someone that embodies the same values and beliefs that Asics stands for every day."
The tennis shoe is available worldwide from January 15.