Cover ASICS Asia has officially introduced its Spring Summer 2023 collection during an exclusive press preview held in Vietnam
ASICS Asia has officially introduced its Spring Summer 2023 collection during an exclusive press preview held in Vietnam
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The latest release seeks to highlight the uplifting power of movement
Sportswear brand ASICS Asia has officially introduced its Spring Summer 2023 collection during its exclusive press preview held last February 16 in Vietnam. Across Southeast Asia, media, partners and brand ambassadors were invited for a full-day experience to uncover how “Nothing Feels Better than moving with ASICS” – the brand’s new manifesto for 2023. From its latest technologies to the line-up of exciting new products in the coming months, guests were treated to a sneak peek of what’s to come this exciting new season.
The preview happened at one of Ho Chi Minh’s most contemporary art spaces, conceptualised as a ‘Movement Factory’ to highlight each product feature through stimulating experiences and setups.
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The event also had the guests engage with the brand across various activities, including the Mind Games live experiment, DIY Zone for guests to customise their plant pot, a Polaroid Booth to capture moments from the event, and a Sustainability Corner to dive deeper into ASICS’ ongoing sustainability efforts.
Above ASICS Asia has officially introduced its Spring Summer 2023 collection during an exclusive press preview held in Vietnam
ASICS Asia has officially introduced its Spring Summer 2023 collection during an exclusive press preview held in Vietnam
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Brand ambassadors, advocates and athletes across the region, such as Hoàng Quốc Trung, Nguyen Anh Tri, Nguyen Thi Phuong Trinh from Vietnam, Nawasch Phupantachsee, Sarun Naraprasertkul, Jaray Jeanarai from Thailand, Hariz Hamdan from Malaysia, as well as Tyler Ten, Zhu Ze Liang, and Natalie Dau from Singapore, were also present during the launch.
Regional Launch for ‘Mind Games–The Experiment’
Early this year, ASICS premiered its new feature-length documentary, ‘Mind Games–The Experiment’, which captured four subjects as part of a unique study to determine if regular exercise can improve cognitive function with mental performance.
As part of the press preview, King’s College London professor Brendon Stubbs, who developed and led the experiment, attended to share more about the research. He engaged the guests in physical and cognitive challenges. The participants started the morning with the Cooper test, a 12-minute workout, followed by the ‘Tower of Hanoi’ challenge at the main event.
“The findings that exercise improves cognitive function regardless of fitness level are significant and demonstrate the transformative impact that exercise can have on our lives," Stubbs said.
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Above ASICS Asia has officially introduced its Spring Summer 2023 collection during an exclusive press preview held in Vietnam
ASICS Asia has officially introduced its Spring Summer 2023 collection during an exclusive press preview held in Vietnam
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To inspire more people to move with ASICS, the brand is adopting a new manifesto in 2023–‘Nothing Feels Better than Moving with ASICS’– articulating the uplifting feeling that moving with ASICS brings. This was deeply rooted across all aspects of the exclusive event, expressing how ‘Nothing Feels Better’ from product to product and across categories. Throughout the year, the manifesto will have various activations and drumbeat launches.
Regional Marketing Director of ASICS Asia Gabriel Yap said, “Moving with ASICS uplifts the mind, and this has always been our founding purpose and mission. This year, starting with the launch of our spring/summer 2023 collection, we continue to embark on a journey with our consumers to achieve a sound mind and sound body by helping them uncover the positive power of movement.”
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Credits
Images: ASICS
Jove holds a degree in Journalism and is currently pursuing graduate studies in Philosophy at the University of the Philippines–Diliman. She has flair for in-depth, interview-driven stories that explore politics and culture, shaped by her background in national broadsheets.
When she’s not on assignment, Jove spends her days painting, sipping lemonade, and walking her dog, Jupiter. She can often be seen in Escolta with a film camera in hand, browsing novelty shops in search of rare memorabilia. For leads, reach her at Jove@tatlerphilippines.com.
