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Sound Mind, Sound Body

Asics

Issue 61 | January 2022

Agency

Neil A Dawson & Co

Creative Team

Creative Director Neil A Dawson Concept Creator Paul Hodgkinson Designer Mike Watson

Production Team

Production Company The Hub London

Other Credits

Clients Caroline Fisher, Gary Raucher

Date

October 2021

Background

ASICS global positioning statement, ‘Sound mind, sound body’, has been at the heart of the brand since its inception in 1949. ASICS founder Kihachiro Onitsuka recognised the mental health benefits of exercise in young people in post-war Japan.

Idea

In October 2021, Asics launched Movement for Mind, a simple programme to get people moving in order to help both their physical and mental wellbeing.

Asics ambassadors across the UK and the Netherlands were mailed a giant blister pack containing running shoes for them to wear during the eight-week Movement for Mind campaign.

The pharmaceutical-style packaging was made from recycled plastic and supported the brand’s core proposition that running releases endorphins which promote good mental health.

Results

Results not yet available.

Our Thoughts

Here’s a brand that has embraced purpose more or less from Day One. ASICS actually stands for ‘Anima Sana In Corpore Sano’ – or, healthy mind, healthy body. It is especially meaningful in these never-ending times of Covid when the brand hasn’t been able to take advantage of major athletic events. That’s no bad thing because it’s let Asics differentiate. Where other running shoe brands are all about winning, they stand for something more wholesome.

72% of UK runners interviewed by Asics said they want to continue running after Covid. This, then, is the perfect time to build the brand and this is how to do it.

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