ASICS' new campaign "Want it More" aims to celebrate the passion that unites professional athletes with everyday warriors.

The UK fitness industry is currently estimated to be worth 4.3 billion pounds. A figure directly reflected in the upturn of budget gyms in the capital and runners and cyclers who plaster its streets.

These health conscious consumers spend money across the board on apps such as Strava and Nike+, sports wearables like Fitbit, at specialist health stores and of course largely on sporting goods.

Japanese sportswear giant ASICS has turned to advertising agency 180 Amsterdam to directly reach out to this demographic of fitness enthusiasts. The campaign, dubbed, "Want It More", is a calls to arms for the likeminded. The aggressive language of its strapline, "serious athletes only please" is not for not the fair weather faddish. But that's the point.

The campaign centres on a 60 second advert shot and directed by Oscar-nominated feature and documentary filmmaker Henry Alex Rubin. Accompanying this are 15 short instructional fitness videos designed for Instagram, which is a platform plenty of personal trainers are already making the most of.

Want it More