Client: Asics
ASICS is on a mission to change the game and inspire a new generation of athletes to prioritize their mental health. ASICS has a bold goal of becoming the go-to brand for UK athletes, despite facing tough competition from giants like Nike and Adidas, ASICS is determined to stand out with its core belief of "Anima Sana In Corpore Sano" (a healthy mind in a healthy body). We recognised the problems caused by social media and aimed to tackle the toxic impact of the "before and after transformation" trope on mental health and body image. With the help of body positivity influencers, ASICS promoted a whole new kind of transformation in social media, one that highlights the positive impact of exercise on mental wellbeing. The results have been phenomenal, with a massive surge in awareness, and a clear association with positive mental health.
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