During lockdown running all across the world has spiked and to help maintain this rise in running, ASICS launched an initiative called ‘Run To Feel’ which seeks to support runners and help them stay active and connected through a series of linked new initiatives fronted by a new campaign.
The project was launched with a campaign, spearheaded by a hero film, timed to leverage Global Running Day on 5 June.
Global Running Day, which is supported by more than 100 running organisations, celebrates the sport of running and is held annually on the first Wednesday of June. First held in 2009, the focal point of the day sees participants of all ages and abilities pledge to take part in some type of running activity by submitting their names through the Global Running Day website.
The campaign’s lead spot celebrates the role running has played during the pandemic around the world and sees Asics state: “Even when the road ahead is unpredictable, we keep running. We’re here to help you keep getting out there, with new ways to train, race, challenge yourself and connect with our community”.
The 30-second version of the spot was first teased on 1 June,
before a longer version of the commercial rolled out globally on 8 and 9 June around the world.
As well as the advertising creative, the #RunToFeel initiative seeks to engage runners of all levels through multiple strands.
These include:
– Calling on runners of all levels to share their stories of how running makes them feel via #RunToFeel
– Continuing to reach out to runners of all levels to better inform upcoming ASICS innovations and initiatives – including a new virtual running format in September
– Offering free access to the ASICS Studio (an at-home workout app) through the end of August 2020
– Hosting virtual races powered by Race Roster and Runkeeper to motivate runners and allow them to compete together safely
– Allowing free access to the #RunToFeel Challenge in the ASICS Runkeeper app – with new challenges being added each month
– Allowing 90 days of complimentary to training plans and all premium features of the ASICS Runkeeper™ app as a benefit of OneASICS membership
– Providing additional training content and guidance from the ASICS FrontRunner community and athletes
– Counting all miles logged within the Runkeeper app globally from 3-10 June as part of the collective ASICS pledge to GlobalRunningDay.org.
The campaign follows on from brand research – which surveyed 14,000 runners in 12 countries – which was conducted to help ASICS improve its understanding of runners and running so it could support their changing needs. The study found that 36% are more active now than before the COVID-19 pandemic began.
The study showed that for two thirds of people, the surge in activity is not just to improve physical health, but also to help them cope better mentally during the pandemic. Indeed, 82% say running is playing a key role in helping them clear their mind, 78% say being active is making them feel more in control, while 67% of runners say exercise helps them cope mentally.
Indeed, nearly two-thirds insist that the mental benefits of running outweigh any other form of physical exercise.
Asics believes this is not a temporary spike and the research supports their stance.
Runners around the world also said they are keen to continue their active habits once the crisis is over: 75% of those surveyed say they want to continue running as much as they are now after the Covid-19 pandemic comes to an end, 70% who exercise regularly are determined to maintain the important role sport and movement is currently playing in their lives. Plus, 66% of those who took up running after the Covid-19 crisis began say they will continue running.
ASICS isn’t the only running brand producing statistics showing a serious rise in running. A rise supported by data from the fitness-tracking app Runkeeper showing runners of all abilities are running further and more often. In April 2020, the app reported a 252% rise in registrations globally, a 44% increase in monthly active users and a 62% spike in people heading out for a weekly run (compared to the same period last year).
“For most of us, life is full of anxieties, uncertainties and restrictions at the moment,” said Asics Chief Operating Officer Yasuhito Hirota. “As our study’s initial findings prove, a run has therefore become much more than just a run. It’s a way for people to put aside the extraordinary mental challenges of this pandemic. And importantly, it’s something which they want to maintain as lockdowns ease across the globe.”
“Nine in 10 runners told us they feel best when their mind and body are connected – and never has that balance been more important than it is now,” Hirota added.
“ASICS was founded on the belief that movement can help anyone achieve a sound mind through a sound body. Through our products and services, and by constantly deepening our understanding of their changing needs, we want to help runners of every level go further, perform better and protect themselves against injury – both during this pandemic and beyond.”
Comment:
Back in November 2019 Asics unveiled a long term strategy based around running which put the sport at the core of its marketing in the lead up to the 2020 Tokyo Olympics (hosted in the brand’s home market).
This latest global initiatives shows that the sportswear brand is continuing this approach and will extend the strategy through a further year after the Olympics were pushed back until 2021.
ASICS has innovated and activated through the pandemic and amongst its other notable marcoms initiatives was its inventive virtual reality shoe launch via Oculus Quest (see case study).
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