Dive Brief:

• Athletic apparel and footwear brand Asics partnered with Disney on a multichannel campaign centered on the upcoming release of Disney Pixar' "Incredibles 2," a news release announced. The effort, which launches in June but runs through the summer, encourages families to stay active during the season through digital content, in-store activations and limited-edition products. 
• Asics is creating a series of workout videos inspired by the Parr family, the film's superhero characters. Each video will feature Asics' brand ambassadors the FrontRunners and offer exercises that families can replicate. Asics is also offering certificates and incentives on products, and the campaign will involve in-store activations, with FrontRunners holding live workout sessions. 
• The push additionally includes limited-edition Incredibles 2 x Asics footwear, with five custom running shoes inspired by the film's characters. The gear comes with their eye mask logo, unique sockliner designs and a collector's edition box for each character. 

Dive Insight:

As the athletic apparel space has grown increasingly competitive, Asics has shifted its branding to encompass more lifestyle-centered messaging, with the "Incredibles 2" campaign stepping beyond purely product-focused marketing to offer richer content like workout videos and in-store experiences. While competitors are also taking this approach — Reebok, for example, helped recharge its brand through the CrossFit workout regimen — Asics is aiming to reach families this summer, which could be a distinguishing factor in a crowded category and an effort bolstered by partnering with Disney. 

The summer push extends Ascis' "I Move Me" brand refresh rolled out in October, which attempts to diversify the brand's marketing channels and messaging, including by leveraging more micro- and macro-influencers such as the FrontRunners ambassadors. This expansion has also been reflected in some strategic moves from Asics, including updating its mobile website late last year to create an app-like shopping experience. The brand also acquired the app RunKeeper in 2016.

The "Incredibles 2" line of footwear could be Asics' attempt to get in on the sneaker craze, where enthusiasts are eager to collect shoe lines with limited inventory and special details. The collaboration supports Disney's Healthy Living commitment aimed at inspiring families to eat better and be more active. Other marketers are promoting similar initiatives this summer. Nestlé this week unveiled a collaboration with the WWE that features co-branded social videos encouraging kids to drink more water to lead healthier lifestyles.