ASICS: Rewriting the Social Script

Client: ASICS

ASICS faced the challenge of competing against industry giants to become the top specialised sports brand in the UK. They sought to create an authentic connection with UK athletes, focusing on mental health, a core aspect of the brand. A key insight around exercise– that the quest for physical perfection can damage mental health – led to a big twist on an old social media trope, generating huge engagement and significantly improving brand awareness metrics and sales.