It’s a Tough Game. Go Smash It.

Asics Unveils New Global Tennis Campaign Starring Gael Monfils

ASICS has today launched its global tennis campaign, ‘It’s a tough game. Go smash it.’, starring top tennis player Gaël Monfils in an ‘unexpected’ setting.

The campaign, created by 180 Amsterdam, will be launched with an entertaining advertising spot to coincide with the 2015 French Open. Other elements include print ads, in-store visuals and online banners.

The inspirational approach is aligned with ASICS’ global advertising campaign of ‘It’s a big world. Go run it.’, which launched in early 2015.

In the tennis-specific TV-commercial, ASICS’ global brand ambassador Gaël Monfils – currently ranked ATP no. 15 – is transported from the tennis court to a fast-paced, urban environment.

Set to an energetic soundtrack, a group of cunning opponents send tennis balls towards the star at lightning fast speed and from all angles. Outnumbered but never outplayed, he returns the balls with his trademark acrobatic volleys and airborne smashes, finally conquering the opposition.

Known for his showmanship and extreme athleticism, Monfils is wearing the GEL-RESOLUTION 6 tennis shoes – the pinnacle model of ASICS’ stability tennis line. In the campaign, ASICS also introduces the key apparel styles of its spring tennis Athletes Collection.

 ASICS’ global brand ambassador Gaël Monfils, said,

“Tennis for me has always been about enjoyment. So, I’m excited to offer a different perspective on tennis, with the video demonstrating the required skills and intense product demands. 2015 started off really well for me and I look forward to getting the best out of my game, especially with my favourite tournament – French Open – starting soon.”

The commercial will launch May 6th on major TV stations and online channels across the world. It will be widely broadcast with a major media burst on Eurosport – the pan-European network covering 59 countries.

ASICS was recently placed in the top-3 of ‘most desired sports brands’[1] cementing the brand’s position as a global player amongst the major sports brands. Demonstrating momentum, ASICS recently announced double digit year-on-year growth in tennis footwear and apparel.

In Europe, ASICS is already the fastest-growing tennis footwear brand in Germany and Italy, and the market leader in Spain and France.[2]

Link to TVC:

[1] Ipsos: Global Brand Tracking, H2-2014, brand equity consumer research in Europe; Germany, Italy, France, UK, Spain, Sweden, Netherlands.

[2]NPD Sports Tracking Europe: PoS, Jan-Dec 2014 versus Jan-Dec 2013, Adult Tennis Footwear.

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