ASICS unveils Monfils campaign

May 8, 2015

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

The campaign, created by 180 Amsterdam, was 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, ‘It’s a big world. Go run it.’, which launched in early 2015.

In the tennis-specific TV commercial, ASICS’ global brand ambassador Gael Monfils – currently ranked ATP world 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 award winning 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 Gael 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 favorite tournament – the French Open – starting soon.”

The commercial launched May 6th on major TV stations and online channels across the world.

The new commercial is another example of ASICS’ pursuit to be the number one brand in tennis. From 2011-2014, ASICS grew to #1 in dollar brand share, up from 9th in 2011, according to the Tennis Industry Association/Sports Marketing Surveys. In addition, ASICS America Corporation recently received top honors in two consecutive issues of Tennis Magazine for its tennis performance products. Earning its third award overall, the GEL-Resolution® 6 received the Editor’s Choice Award in the publication’s annual shoe guide, on newsstands now, while ASICS’ BZ™ 100 tennis racquet was recognized for “Best Cosmetics” in the March/April issue as part of the “2015 Racquet Guide.”

Link to TVC:

Anima Sana In Corpore Sano, meaning “A Sound Mind in a Sound Body,” is an old Latin phrase from which ASICS is derived and the fundamental platform on which the brand still stands. The company was founded more than 60 years ago by Kihachiro Onitsuka and is now a leading designer and manufacturer of running shoes, as well as, other athletic footwear, apparel and accessories. For more information, visit

The stripe design featured on the sides of ASICS® shoes is a trademark of ASICS Corporation and is a registered trademark in most countries of the world.