Not all exercise transformations are visible

We are just a month ahead of World Mental Health Day and this year-old campaign on mental health by Asics caught my attention.

https://www.asics.com/ae/en-ae/frontrunner/news/world-mental-health-day-the-most-important-before-and-after-transformations-are-on-the-inside

Asics as a brand has always intrigued me. It is so much more than an average sportwear.

Built on ‘sound mind in sound body’ the value that inspires the brand’s product development and marketing campaigns is a fitting tribute to its root and the Japanese ethos of a healthy life.

In a post-World War II world, 31-year-old Kihachiro Onitsuka set on a mission to inspire the nation to embrace physical fitness and a healthy lifestyle and founded Asics, which still continues to be guided by these two principles.

Be its commitment to source more sustainable cotton, its Ocean Waste Project to make polyester materials from recycled PET bottles, which started in 2020, their goal to move towards sustainable alternatives by 2030, or its innovative marketing campaigns to promote the importance of mental well-being.

Emotional branding and storytelling have been two of the strongest pillars of the brand’s identity and its successful campaigns show how Asics uses Marketing Mix as a fundamental framework to develop its strategies and promote its products.

Today, when the world is more conscious of mental wellness, Asics uses it for an advantageous storytelling and how!

The benefit of exercising goes much beyond physical fitness and as someone who has been spending at least an hour exercising daily, for the last 23 years, I cannot stress enough on the cognitive benefits of it.

Weight loss is a time-taking process and even the small of change matter in the Before-After journey. True that ‘Not all exercise transformations are visible’ but the mental benefit they provide is unchallenging.

While the body starts to change, exercising also causes the brain to release ‘feel good’ chemicals like endorphins and serotonin that help improve your mood.

The marketing agency deserves all the accolades for such a thoughtful and impactful campaign that passes on a profound message, while subtly promoting Asics guiding principles. Spot On!