THE WHAT? ASICS has launched a new global campaign called “Get The Glow,” promoting movement as a natural way to support wellbeing and achieve a post-exercise glow.

THE DETAILS The campaign features unfiltered post-workout images of individuals and ASICS athletes captured after activities such as running, walking and tennis. ASICS said the initiative aims to challenge beauty standards driven by filters, skincare routines and social media pressure by highlighting the visible effects of exercise on mood and confidence. The company cited research showing that just 15 minutes of movement can positively impact mental wellbeing. The campaign launches amid growing consumer interest in “glow” beauty trends, with ASICS noting increases in online searches and social media conversations around glowing skin. Tennis player Zeynep Sönmez is among the athletes supporting the initiative, which positions movement as an accessible alternative to complex beauty routines.

THE WHY? The campaign reflects the growing overlap between beauty, wellness and mental health, while reinforcing ASICS’ long-standing brand message around the connection between physical activity and emotional wellbeing.

Source: PR Newswire