Asics: A New Personal Best

This World Mental Health Day, ASICS and mental health charity Mind are calling out the performance-obsessed exercise culture that is putting people off exercising and impacting people’s mental and physical health. Instead, ASICS and Mind hope to motivate more people to exercise for their mental wellbeing, by redefining a ‘personal best’ to focus on how exercise makes us feel to championing exercise for positive mental health.‘A New Personal Best’, created by Golin, captures and celebrates how exercise makes us feel in a campaign film, by Agit8, and in a unique portrait series featuring real people moving for their mental health – no stats, no times and no numbers. The campaign is supported by new research that found 78% of respondents don’t find typical sports advertising motivating and 33% say sports adverts actually put them off exercising. With two-thirds of those who don't exercise (68%), saying they're too embarrassed to go to the gym because they feel they don’t fit the mould of a 'typical' exerciser.