ASICS: Personal best

Sportswear brand, Asics, and Mind, a mental health charity, collaborated on the 'Sound Mind, Sound Body' campaign across the UK, Germany, The Netherlands and Italy with the aim of making exercise culture more inclusive by emphasising the mental health benefits of movement for all.

Overview

Sports culture tells us all that matters is beating your Personal Best. A faster time, a longer distance. But this intimidating culture was putting 1 in 3 Europeans off exercise. So ASICS and mental health charity, Mind, rejected numbers and elite athletes to redefine a sporting 'personal best' around mental health. Signing un-thletes across Europe, like Tom Durnin, the London marathon last- place finisher, to their athlete roster to lead the campaign we sparked conversation around the importance of wellbeing, not performance goals. Generating 448 pieces of coverage, +352% social brand consideration mentions and +223% increase in Google searches...

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