ASICS chooses HPB

By HPB, 15 September 2020

Amsterdam, September 2020 — ASICS has chosen HPB (Het PR Bureau) as partner for PR and storytelling in the Benelux after an intensive pitching process. Together with the creative agency, the sports brand wants to build brand preference and bring to life what the brand stands for: A Sound Mind in a Sound Body, or Anima Sana in Corpore Sano (ASICS). The collaboration starts this month and focuses on corporate, brand and product PR. With campaigns around the topics running, tennis and field hockey.

Japanese heritage and technology

Founder Kihachiro Onitsuka founded the sports brand ASICS in 1949 with the belief and goal of improving people's well-being through sport. Since then, the sports goods manufacturer has worked continuously on innovations in collaboration with scientists, athletes and coaches. The expertise and technology that the brand has built up is reflected, among other things, in the ASICS research center for sports science, which opened in Kobe, Japan, in 1990. In the Benelux, ASICS sponsors several top athletes.

Caroline Fisher, Communications Director at ASICS EMEA: "HPB surprised us during the pitch with a PR strategy and approach, which is exactly in line with our vision; that the benefit of sport and movement goes beyond the body to support positive mental well-being. With this we have found the perfect partner in HPB to further spread our message, which is more relevant than ever."

Jacqueline Bosselaar, founder, CEO and strategist at HPB: "We are extremely proud to be working for this strong brand with an authentic focus on technology and a healthy body and mind. ASICS is a great endorsement of our strong position in sports, tech and lifestyle. We look forward to working with ASICS to earn attention for the brand and for its socially relevant message."