ASICS needed to evolve from a hardcore running brand to a movement brand for everyday active people while expanding their global "I MOVE ME" platform. The strategic insight that movement transcends fitness—serving as a catalyst for mental clarity and personal growth—became the foundation for developing "MOVE TO BE MOVED" campaign architecture. This required creating a scalable brand platform across social, digital, OOH, and retail globally, with multiple campaign expressions including "I MOVE, THEREFORE, I AM" and product-specific narratives.