ASICS - Everyday Escape

ASICS AND NATASHA ROTHWELL CALL OUT OVERPRICED WELLNESS CULTURE IN NEW CREATIVE CAMPAIGN

You don’t need to go far to leave it all behind… ASICS ‘Everyday Escape’shows 15 minutes of movement can boost your mood more than distant, expensive wellness retreats

As stress levels rise, wellness travel is booming. But you don’t need to go far to leave it all behind.

This World Mental Health Day, ASICS and its newest wellbeing ambassador, Natasha Rothwell – famous for her role as The White Lotus’ Spa Manager – are inviting the world to take an Everyday Escape, a simple 15 minute movement break that is proven to transport you to a happier place and deliver more lasting benefits than a week at a wellness retreat.

The global TTL integrated campaign by Golin London launched with a social tease campaign to build hype, leaving fans speculating whether Natasha was finally getting her own moment.

Today the launch film, shot by Matthew Frost for Iconoclast, reveals the campaigns true message that movement is better for mental wellbeing that wellness escapes – running across digital, paid social, earned and influencers. Media buying by Le Pub, digital builds by Born05.

As wellness travel booms, an ASICS trial, led by Dr Brendon Stubbs of King’s College London, showed two-thirds (67%) reported that any wellness benefits faded as soon as they left and 73% experienced longer-lasting mental wellbeing benefits from movement than after their recent wellness holiday. Participants who took a simple daily 15-minute movement break reported a 21% greater uplift in their overall mental state compared to their wellness holiday.

According to Euromonitor, the global demand for wellness holidays has surged by 33% in the last year ², with the Global Wellness Institute finding that people spend an average of $1,764 for a week away, 41% more than standard travel.

To support the campaign, Rothwell will share inspiration to help people weave small but meaningful moments of movement into their daily routines, making wellness accessible and affordable for all, proving you don’t need long flights, hefty price tags, and treatments to deliver lasting results.

The ASICS brand stands for Sound Mind. Sound Body. The campaign continues ASICS’ brand strategy of championing movement for body and mind

Gary Raucher, Head of Global Marketing for ASICS comments: “At ASICS, we believe that you don’t need to go far to leave it all behind. That’s why we’re inviting everyone to take an Everyday Escape, a simple 15-minute movement break, to take their body and mind to a happier place. At ASICS, we’ve always championed the power of movement, however small, to help people feel better. It’s the reason we were founded and why we’re called ASICS – an acronym for the Latin ‘Anima Sana in Corpore Sano’ or ‘Sound Mind In A Sound Body’. We hope people will join us on World Mental Health Day and take an Everyday Escape, because when you move your body, you move your mind.”

Al Wood, Chief Creative Officer, Golin said: “Exercise takes anyone to a happier place in just 15 minutes – whereas expensive and distant wellness escapes aren’t proven to do anything except lighten one’s bank balance.”

Dr Brendon Stubbs, a leading researcher in exercise and mental health from King’s College London, said: “It’s incredible to see the impact 15 minutes of movement can have on mental wellbeing. The Everyday Escape trial shows that small movement breaks can boost mood and reduce stress more effectively than a wellness holiday. A week away may give a short-term boost, but exercise delivers long-term benefits.”

To take your Everyday Escape, visit: asics.com/everydayescape.