As consumers set out to meet their New Year fitness goals, Asics has launched a new campaign which successfully swerves serving guilt to remind consumers of the mental and physical benefits of movement.

The upbeat campaign, ‘Move Your Body, Move Your Mind’ features The Beach Boys’ iconic ‘Good Vibrations’ track. It was created by independent creative agency Agit8.

Running and Tennis-focused films highlight how taking time out from the to-do list for a run or a match can positively improve your mood. 

Launching this month across digital, social, broadcast, and retail channels in key markets worldwide the campaign comes as consumers look to switch their lifestyles up at the start of a new year. The campaign will be supported by community activations that encourage people to experience the uplifting power of movement firsthand.

“For over 75 years, Asics has been committed to helping more people move so they can feel better,” says Gary Raucher, Global Head of Marketing at Asics. He continues: “It’s the reason we were founded and why we’re called Asics; an acronym for Anima Sana In Corpore Sano, or Sound Mind in a Sound Body. This campaign brings our founding principle to life in a way that inspires everyone to experience the uplifting power of movement, because when you move your body, you move your mind.”

Asics' commitment to movement for body and mind is backed by extensive research, including studies showing that even 15 minutes of exercise may improve people’s mental state. The brand has a strong heritage in using creativity to communicate this vital message. 

The consistency of its messaging ensures that Asics cuts through in the sea of January wellness messaging. Asics' consistent focus on mental wellness successfully challenges the toxic, win-at-all-costs conventions of sports marketing to offer a refreshingly zen approach. A creative reminder of the simple truth that when you move more, you worry less.