New Personal Best

Client: ASICS

Sports culture tells us all that matters is beating your Personal Best. A faster time, a longer distance. But this

intimidating culture was putting people 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 like Tom Durnin, who famously finished the marathon last, to their athlete roster to lead the campaign. All sparking conversation around the importance of wellbeing, not performance goals, and populated the hashtag with a new kind of personal best visual. Generating 448 pieces of coverage, +352% social brand consideration mentions and +223% increase in Google searches for ASICS