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1992 ADVERTISING CAMPAIGN EXEMPLIFIES ASICS HIGH-PERFORMANCE REPUTATION

1992 ADVERTISING CAMPAIGN EXEMPLIFIES ASICS HIGH-PERFORMANCE REPUTATION
 FOUNTAIN VALLEY, Calif., May 11 /PRNewswire/ -- Looking to reinforce its image as a top contender in the sporting goods industry, ASICS TIGER Corp. has developed a uniquely concepted and exciting series of print and television advertisements for 1992.
 The campaigns' overall theme, "The Will to Win, Means Nothing Without the Will to Prepare," directly targets both enthusiast and general consumer audiences by stressing the importance of personal goals, perseverance and dedication. ASICS will also incorporate its newest tagline, "ASICS: The Next Level," into all of its 1992 advertising efforts, reflecting that ASICS performance features can help take the athlete to the next level of performance.
 Comprised of six, 10-second vignettes, ASICS' television campaign features well-known, world-class athletes performing their day-to-day training rituals in preparation for competition. ASICS believes that this portrayal of athlete dedication creates a very realistic effect that will set ASICS apart from its competition.
 "Many of ASICS competitors are caught up with glorifying victory and success. However, ASICS commercials stress that you can't win without intense preparation, training and dedication," said Linda Nielander, ASICS manager of advertising and promotions.
 Each vignette targets a specific sport and may be used alone or cross-matched with other vignettes to convey a particular message. The vignettes will be used in a total of 12 different combinations, resulting in a range of 60-second, 30-second and 15-second commercial spots. ASICS endorsee athletes depicted in the vignettes include: Isiah Thomas, captain and MVP of the two-time, back-to-back NBA champion Detroit Pistons, basketball; Olympic wrestling gold medal winner Kenny Monday, wrestling/cross training; 100-meter world record holder Leroy Burrell, track and field; Chicago White Sox relief pitcher and record holder for the most saves in a season, Bobby Thigpen, baseball/softball; Olympic marathon gold medal winner Gelindo Bordin, marathon; and 10,000- meter world record holder and world-class marathon record holder Ingrid Kristiansen, running.
 To add intensity and excitement to the commercial, ASICS incorporates voice overlays of sportscasters announcing the moment of victory for the athletes. Many of the voices used in the vignettes are the actual announcers re-enacting the historic event.
 "Because the commercial communicates that perseverance and dedication result in personal triumph, ASICS believes that it will appeal to a variety of viewers," says Nielander.
 "Signifying a universal message that everyone must work diligently to reach the next level of performance, ASICS has created a commercial that even the non-athlete can relate to."
 ASICS 1992 commercials will be aired nationally on both network and cable stations.
 Again, utilizing the theme, "The Will to Win, Means Nothing Without The Will To Prepare," and the tag line, "The Next Level," ASICS 1992 print advertisements stress that mental preparation and "fitness" are just as essential as physical training when working toward a goal.
 Coupling clean, colorful layout with straightforward, distinct copy, ASICS print advertisements create a strong visual and emotional impact.
 To accommodate different consumers' interests and needs, each ASICS print advertisement is strategically targeted to an individual market or category -- such as basketball, men's running or women's cross training. By using direct, sport-specific dialogue and category enthusiast terminology, ASICS print advertisements dissect and expose the mental attitude of the committed athlete.
 "Using an extremely open and honest tone throughout its 1992 print advertising campaign allows ASICS to directly address the consumer and let them know that ASICS identifies with their personal goals and aspirations," says Nielander.
 For 1992, ASICS will be increasing its advertising insertions in a selection of consumer and enthusiast publications such as Sports Illustrated, Runner's World, G.O., Cosmopolitan and Outside Magazine. Constantly striving to reach "The Next Level" of success, ASICS will focus on maximizing its consumer exposure in 1992 by significantly boosting the frequency of all advertising.
 ASICS TIGER Corp. offers a full line of athletic footwear, apparel and accessories. ASICS products are available at many specialty retailers throughout the United States.
 -0- 5/11/92
 /CONTACT: Nancy Larsen of ASICS TIGER, 714-962-7654, ext. 632/ CO: ASICS TIGER Corp. ST: California IN: ADV SU:


AL-CH -- LA018 -- 8717 05/11/92 14:35 EDT
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Publication:PR Newswire
Date:May 11, 1992
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