ASICS ‘A new personal best’ campaign
Since 2021, ASICS has proudly partnered with Mind to champion the powerful link between movement and mental health.
Together, they’ve rolled out creative campaigns that spark awareness and inspire action. Their efforts have also raised incredible amounts to support Mind’s physical activity work - proving that when passion meets purpose, the impact is truly game-changing.
How ASICS is supporting Mind
- Raising awareness: Reached over 400 million with marketing and press and drove increased traffic to Mind’s physical activity information.
- Fundraising for Mind: Raised amazing amounts for Mind's vital services
- Gift in kind: Significant gift-in-kind investment via out of home, print and activations.
How Mind is supporting ASICS
- Enhanced brand image: helped reinforce ASICs as a brand that cares about wellbeing, not just performance.
- Customer engagement and visibility: Reached a wide audience - connecting with customers on a meaningful, emotional level.
- Expert and lived experience guidance: Mind gave lived experience guidance via panel to make sure the campaign messaging resonated with people with mental health problems.
Our story so far
“A New Personal Best” was a dynamic campaign between ASICS and Mind, celebrating the link between movement and mental wellbeing while raising funds for Mind. The campaign redefined a “personal best,” focusing not on speed or distance, but on how exercise makes people feel - a message that resonated with customers and the wider public.
A diverse line-up of ambassadors, including celebrities and media volunteers, shared personal stories about the joy and mental boost they gain from movement. A documentary photographer captured raw, authentic moments across different types of exercise, breaking from traditional polished fitness imagery to highlight genuine emotion and wellbeing. This strengthened ASICS’ brand as an inclusive, mindful fitness leader while supporting Mind’s mission to promote mental wellbeing.
Launching on World Mental Health Day, 10 October 2023, the campaign began with an interactive exhibition at the Tate Modern and panel talks. It extended through out-of-home and print adverts, plus engaging social media content. The campaign boosted brand visibility and inspired people to move for their mental health.
"At ASICS, we’ve always believed in the power of movement to uplift both body and mind. Our partnership with Mind brings that belief to life in a truly meaningful way, helping more people experience how even small moments of movement can positively impact how they feel.
"Whether it’s a short walk, a stretch, or simply stepping away from your desk, movement can make a real difference to mental wellbeing. Mind’s expertise and commitment to improving mental health make them an invaluable partner in helping us turn our purpose into action."
- Caroline Fisher, Global Communications Director at ASICS
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