The ASICS FrontRunner running community has launched a before and after makeover campaign to challenge society’s focus on exercise for beauty makeovers. Held in conjunction with World Mental Health Day, the campaign highlights why the most important transformation to consider is not physical, in response to society’s obsession with the perfect body that can be detrimental to mental health.
Photographer Sophie Harris-Taylor took a series of images to show each celebrity before and after 15 minutes and 9 seconds of exercise and the period of time that was shown to improve our mental state. In these two images, there is no drastic physical change that highlights that not all the transformations of the exercise are noticeable.
According to ASICS, the goal of these images is to challenge people’s perceptions of the dramatic transformations of exercise and to encourage exercise for mental health benefits, not purely aesthetic ones. In fact, ASICS research revealed that nearly three-quarters of people believe that society’s obsession with the perfect body is harming mental health, and 80% are put off by transformation images.
ASICS’ latest campaign is endorsed by A&E physician and TV personality Dr. Alex George, creator and philanthropist Jada Sezer, and professional dancer and TV host Motsi Mabuse.
Sezer said it’s great that ASICS is challenging the use of body transformation imagery because for her it has never been about a physical transformation, but rather a mental transformation. “If I feel good mentally, then I’ve achieved my goal. ‘No pain, no gain’ has never resonated with me, it’s always been about how it makes me feel, not how I look. And I’m proud to be part of a campaign that represents this,” added Sezer. MARKETING-INTERACTIVE has contacted ASICS for additional information.
In general, ASICS has focused on the importance of body and mind in its campaigns. In July, ASICS Asia partnered with a creative agency based in Singapore MillStirling, also known as Nofinerlife, will release a series of 60-second and 30-second branded films titled “Let Sport and Movement Lift You Up.” This was part of ASICS’ global brand campaign, “Live Uplifted”.
Last October, ASICS appointed DeVries Global as its PR agency in Singapore, after a launch. W Communications was the account holder agency. At the same time, the brand launched the ASICS World Ekiden once again this year. This comes after the success of last year’s inaugural event, in which more than 56,000 people from 173 countries participated in the virtual marathon relay.
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