Here for First Steps to World Bests

ASB has launched "Here for First Steps to World Bests", a new campaign celebrating its partnerships with the New Zealand Team and Athletics New Zealand. Created by Droga5 ANZ, part of Accenture Song, the campaign uses sport as a symbol of steady progress, showing how every achievement begins with a single step. It connects grassroots participation with elite competition, supporting everyone from children discovering athletics through to athletes preparing for the Glasgow 2026 Commonwealth Games.

The campaign highlights running as one of the clearest expressions of progress, whether it is a child taking part in Athletics New Zealand’s Run Jump Throw and Get Set Go programmes or an elite athlete pursuing international success. The hero film follows this journey from first participation to world-class performance, while supporting spots focus on children entering the sport and athletes progressing towards the Commonwealth Games.

The campaign extends across out-of-home, digital and social media, with large-format advertising raising awareness of ASB’s sporting partnerships and local executions reinforcing the bank’s support within communities. Together, the work positions ASB as a long-term supporter of progress at every level, helping New Zealanders take their first steps in sport while backing those who go on to represent Aotearoa on the world stage.