Asics continued to flip the typical sports marketing approach with a research-led initiative called ‘Mind Race’ which asked athletes not to exercise for seven days so that the brand could gain insights into any negative impact lack of movement might have on mental wellbeing.
The initiative, developed in harness with agency partner Golin, ‘Mind Race’ saw a group of athletes – including elite and amateur athletes and endorsers like former Team GB sprint star Iwan Thomas – stop working out for one week so the bran team would test the theory that ‘when we don’t move, our minds race.’
The trial, which was led by led Professor Brendon Stubbs (of King’s College, London), saw Asics utilise its ‘Mind Uplifter’ technology to measure the impact that movement has on the brain. It then analysed data from thousands of people across multiple countries who were exercising regularly before, during a pause in their normal exercise routines and also after they resumed physical activity.
The result were clear: those who stopped their exercise regimes for a week saw their confidence levels drop, positivity fall, mental energy levels slump and their ability to cope with stress reduce.
Furthermore, the study showed overall that just 15.09 minutes of exercise per day has a ‘significantly positive impact our mental state’.
The project was promoted through an integrated campaign amplified globally through paid, owned and earned media channels. It was spearheaded by a hero spot which dropped on 29 March across Asics own digital and social channels and supported by addition content linked via the hashtags #SoundMindSoundBody, #LiveUplifted and #ASICSMindRace.
Introducing: Mind Race. A ground-breaking research project created by ASICS to find out what happens with our mental state when we don't exercise.
Learn more: https://t.co/ItxVPpNzSx#ASICSMindRace #LiveUplifted #SoundMindSoundBody pic.twitter.com/HBlXXhgLSN
— ASICS Europe (@ASICSeurope) March 30, 2022
“Our founding philosophy is literally in our name, Anima Sana In Corpe Sano or a Sound Mind, Sound Body. And we believe our focus on the benefits of sport and movement, not just on the body but also on the mind, has never been more relevant,” commented Asics EMEA Communications Director Caroline Fisher. “We know the last two years have been tough on the mental state of many. And while not the answer for everyone, we know exercise can make a difference. Through this research, we hope to inspire more people to move, even just for 15.09 minutes, and feel the benefits on body and mind.”
“Sports brands are masters of tracking time and distance – but, despite its importance, the mental impact of not exercising has always remained intangible,” added agency Golin ECD Al Wood. “In pursuit of work that matters, we and Asics wanted to change the movement conversation, using craft and cutting-edge technology to show – rather than tell – how movement affects our minds. The results are beautiful, but carry a sobering message.”
Comment
This initiative continues Asics central focus on linking physical exercise with mental wellbeing as illustrated in several other recent campaigns and projects such as March 2022’s ‘Always In Motion’, September 2021’s ‘Nottingham Mood Uplift Experiment’ and August 2021’s ‘Feel The Uplift’.
Leave a comment
You must be logged in to post a comment.