ASICS uses 'before and after' transformations to highlight mental health

The ASICS FrontRunner running community has launched a "before and after" transformation campaign to challenge society’s focus on working out for beauty transformations. Done in conjunction with World Mental Health Day, the campaign highlights why the most important transformation to consider isn’t physical. This was in response to society's obsession with the perfect body can be damaging to mental health.

The latest campaign is backed by A&E doctor and TV personality Dr. Alex George, creator and philanthropist Jada Sezer, and TV host and professional dancer Motsi Mabuse. Photographer Sophie Harris-Taylor shot a series of images to show each celebrity before and after 15 minutes and 9 seconds of working out and the period of time proven to uplift our mental states.

The two images (pictured in the main aim) don't show a drastic physical change, thus highlighting that not all exercise transformations are noticeable.

According to ASICS, the goal of these images is to challenge people’s perceptions of dramatic exercise transformations and encourage exercise for mental health benefits, not purely the aesthetic. In fact, ASICS' research revealed that nearly three-quarters of people believe that society’s obsession with the perfect body is damaging one's mental health, and 80% are discouraged by transformation images.

Sezer said it is great that ASICS is challenging the use of body-transformation pictures because for her, it has never been about a physical transformation, more of a mental transformation. "If I feel good mentally, then I’ve achieved my goal. ‘No pain, no gain’ has never resonated with me, it’s always been about how it makes me feel, not look. And I’m proud to be part of a campaign that represents this," Sezer added. MARKETING-INTERACTIVE has reached out to ASICS for additional information.

In general, ASICS has been focused on the importance of body and mind in its campaigns. In July, ASICS Asia partnered with Singapore based creative agency MillStirling aka Nofinerlife to release a series of 60-second and 30-second brand films titled “Let sport & movement uplift you". This was part of ASICS’ global brand campaign, “Live Uplifted”.

Last October, ASICS appointed DeVries Global as its PR agency in Singapore, following a pitch. W Communications was the incumbent agency for the account. At the same time, the brand launched the ASICS World Ekiden once again this year. This comes after the success of last year's inaugural event, which saw over 56,000 people from 173 countries participate in the virtual marathon relay.

Related articles: 
ASICS fires off regional campaign, looks to revamp social content
Analysis: Must know NFT basics for marketers in HK looking to launch projects
ASICS runs with new PR agency for SG market
Nike infuses Olympic fencer Cheung Ka Long's spirit into new product
Nike and Ant Group join hands to encourage sustainability