Asics has tapped world-renowned, Grammy-nominated DJ Steve Aoki to front the brand’s “I Move Me” campaign in North America.
“Steve [Aoki] is not a celebrity endorser, he is our partner,” said Gene McCarthy, the president and CEO of Asics America. “When we were deciding on this step, we knew we needed someone with a truly diverse audience. And Steve being a Japanese-American, just as Asics is, and being interested in movement, just as we are, we thought he could be the right person for us. Still, I flew to the south of France to have dinner with him just to make sure this was going to be an organic friendship. And it is!” he added.
To date, Steve Aoki has more than 7 million followers on Twitter and 5.6 million on Instagram. For his involvement, Asics will feature his new song “Kolony” on both Aoki‘s and the brand’s social media channels.