Asics moves away from competitive discourses with a campaign focused on well-being

Jane Anderson
Jane Anderson
Mujer corriendo por Tokio en un anuncio de Asics

Move your body, move your mind.

That is the motto that articulates the new advertising campaign of the sports brand Asics, that continues to differentiate itself in the category by focusing on the benefits of sport for mental and emotional well-being and health, and moving away from messages focused on competitiveness, victory and effort typical of sports marketing.

Created together with the creative agency Agit8, The work is inspired by the culture and legacy of the brand itself, of Japanese origin. It is set in Tokyo and celebrates the serenity and simplicity of movement, while reminding sports lovers that you don’t need a filter to see the world differently or headphones to cancel noise, just put on some sneakers and go for a run.

As the agency explains, at a time when stress levels increase globally, the brand’s message about the power of the body and mind has never been more relevant. This is carried throughout the piece, seeking the contrast between busy urban landscapes and the feeling of serenity and disconnection that playing sports conveys, whether running or playing tennis.

Most sports brands make you feel like you need to run a marathon or break a record to be a winner. But this campaign turns that idea on its head.”, said Gerry Human, Executive Creative Director of the agency, according to Little Black Book. “The movement is a triumph in itself. Because when your body moves, your mind follows, and that’s when the real magic happens.“.

The advertisement, in addition to communicating that exercise does not have to consist of overcoming limits or enduring difficulties, but can be a source of peace, clarity and balance, also gives prominence to some of the new products from Asics. Among them, the Gel-Nimbus 27 or the Gel-Resolution X sneakers stand out.

The campaign has been activated first in the United Kingdom and will run in other markets globally. Includes activations on television, press, digital media and social media platforms.

“Move your body, move your mind” expands the brand’s communicative tone, and partly takes over from the campaign launched by Asics, also worked together with Agit8, last summer to accompany the celebration of the Paris Olympic Games. It was released under the title “Move your mind to an amazing place.”