Best ASICS Campaigns of All Time
ASICS is the only running brand whose name is actually a Latin acronym for a sound mind in a sound body - which is either a masterstroke of brand equity or proof that ancient philosophers make excellent copywriters. They have a habit of making the existential case for exercise rather than just the physical one. Their best work runs deeper than the shoe. Study the patterns below.
3 campaigns
ASICS: THE DESK BREAK
ASICS's 'THE DESK BREAK' campaign leveraged Brian Cox's authoritative persona to dramatically expose the sedentary office desk as a 'killer' for mental health, urging workers to move for just 15 minutes to reverse its effects, thereby positioning ASICS as the champion of mental well-being through movement.
ASICS: The Undropped Kit
ASICS co-created a modular PE kit with teenage girls to solve physical discomfort and period anxiety, using the prototype to lobby the UK government for national policy changes that ensure inclusive school uniform standards for all students.
ASICS: Eternal Run
ASICS launched the GLIDERIDE shoe by staging the world's first race without a finish line, proving the shoe's energy-saving technology through a psychological and physical endurance test that forced runners to outrun their own predicted limits.