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Asics, the Japanese sportswear brand, has kicked off a Facebook competition to find the new face for its Ayami womenswear range.

It’s calling for real runners to upload pictures of themselves to the Asics Ayami Facebook app, with visitors encouraged to vote for their favourite.

The winner will feature in a campaign for the Ayami range next year, created by marketing agency Amsterdam Worldwide.

Brian Elliott, CEO of Amsterdam Worldwide, said, “Ayamii is the perfect fusion of fashion and technology so it makes perfect sense to reach out to an online audience. We aim to inspire real runners to support each other, celebrate their passion and reinforce the brand’s athletic credentials among a core community of fans.”

The competition continues a long line of digital campaigns from Asics. In August, it supported a campaign between digital music retailer eMusic and Intersport to provide free music downloads in aid of the latter’s Run Free Now campaign (nma.co.uk 12 August 2010).

It was also one of the first advertisers to appear on the relaunched Men’s Health website in the autumn (nma 19 August 2010).

In July, Amsterdam Worldwide created an online hub for Vauxhall within Mothercare’s parenting website Gurgle as part of its £10m strategy promoting the relaunch of its Meriva family model (nma.co.uk 2 June 2010).


Published 10 December, 2010 by NMA Staff

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