AGENCY: JACK NIMBLE
CLIENT: ASICS
DIRECTOR: KAIUS POTTER

ASICS have been built on the core principle that an active body creates an active mind. Sound body, sound mind. 

So when Australia’s Wallabies were preparing to run out in their ASICS jerseys, wearing the weight of a team struggling with their worst run of games in decades, to face the British Lions it was the perfect time to bring the sound body, sound mind ethos to life. 

The idea speaks to taming the lion that lies within all of us, that says no to going for a run or thinking it’s possible to beat a dominant world class team. It wasn’t just to get Aussie to back their team, it was to get Aussie to back themselves. 

Three rugby players in orange jerseys and black shorts standing on a field, facing each other, with a stadium and cloudy sky in the background.
Australian rugby players being filmed during a match at night. Three players in orange and green uniforms are near a goalpost, two are seen from behind and one from the front, smiling and laughing. Two crew members with filming equipment are on the left side of the image.
A male athlete in a yellow sports jersey with sponsor logos, standing in a dark tunnel with a grid ceiling, looking serious.
Two athletes wearing sports uniforms are on a sports field, with one offering something to the other, while a production crew films them with a camera on a rig, under artificial lighting in a dark setting.

Tame The Lion - ASICS

Marcus Fisher

Marcus is an award winning copywriter from Sydney, Australia. After a long day waiting around to reel someone in, Marcus is delighted to see you. So, while you're just sort of flopping about in a moment of quiet reflection, please do enjoy his work.

He’s glad you took the bait.

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