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 1 in 3 Europeans 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 across Europe, like Tom Durnin, the London marathon last-place finisher, to their athlete roster to lead the campaign we sparked conversation around the importance of wellbeing, not performance goals cultivating a new way of thinking about your personal best. Generating 448 pieces of coverage, +352% social brand consideration mentions and +223% increase in Google searches for ASICS.
