Asics campaign shows big brands are truly listening

Asics’ ‘Undropped Kit’ campaign, combating teenage girls’ dropping out of sports, epitomises a recent spate of socially sensitive outreach efforts.

While socially conscious brand efforts can often be a little broad-reaching and tokenistic, Asics' recent campaign is a positive example of companies listening to audiences.

The sportswear giant has thrown its efforts into reimagining traditional UK physical education (PE) kits, addressing a critical factor in why 64% of British girls drop out of sports before turning 16.

The ‘Undropped Kit’ initiative, developed in response to extensive research highlighting discomfort and lack of inclusivity in school sportswear, is pretty wide-reaching in its touchpoints, seeking ultimately to boost participation and enjoyment among teenage girls by prioritising their design needs.

The campaign stems from alarming statistics showing that uncomfortable PE kits contribute significantly to girls’ disengagement from physical activity.

According to Asics-commissioned research among 14-16-year-old British girls, nearly three-quarters (70%) indicated they would be more likely to join school PE lessons if the kits were more comfortable, while 74% said they would enjoy them more.

Common complaints include ill-fitting designs, unsuitable fabrics for varying weather, poor sweat absorption, and inadequate support during periods, all of which exacerbate body image concerns and reduce confidence.

In collaboration with Inclusive Sportswear, mental health charity Mind, and creative agencies including Golin, Gut Toronto, New-Land, Publicis, and Born, Asics conducted focus groups and surveys with teenage girls across the UK to redesign the kit from the ground up.

The resulting concept features adaptable designs suited to diverse body shapes, weather conditions, and personal styles, incorporating breathable materials, better fit options, and features to minimise distractions like visible sweat or period-related discomfort.

The prototype was tested at Burnley High School in Lancashire, a region noted by Sport England for its low PE participation rates. Students provided feedback throughout the process, helping refine the kit to ensure it encourages girls to stay active. Prototypes were gifted to the participating girls, who reported feeling more comfortable and motivated during sports activities.

Celebrity endorsements have amplified the campaign’s reach, with TV presenter Katie Piper and Team GB hockey player Tess Howard lending their voices. Howard, founder of Inclusive Sportswear, emphasised the kit’s potential impact: “A PE kit is the most underrated reason girls drop out of PE, but the good news is we can fix it - and fast. By listening to girls and evolving kit to support their needs, we can lift this barrier.”

Lucy Greenhalgh, head of UK marketing at Asics, added: “There is a direct connection between exercising in your teenage years and your mental state in adulthood, and it is key for establishing lifelong exercise habits. With this new ‘Undropped Kit’ concept, we hope to show how reimagining the nation’s PE kits could help to change attitudes and behaviours and keep girls in sport.”

Natasha Weeks, executive director at Golin, added: “Many campaigns highlight the problems and reasons associated with girls dropping out of sport, so it has been a privilege to listen to teenage girls and work together with Tess, Asics and Mind to bring a tangible solution to life. This PE kit concept demonstrates the impact of what can happen when girls feel comfortable in their kit, enabling them to enjoy sport and reap the mental wellbeing benefits that brings.”

Our take

This has been something of a blockbuster week for sensitively handled social outreach, with EE’s Safer Sims campaign, and Apple’s Parkinson’s-friendly phone camera film [LINK THESE LATER], both ticking all the boxes by going beyond just box-ticking.

The ‘Undropped Kit’ campaign resonates because it's rare to see a big brand embracing local concerns that resonate internationally. It’s easy to be cynical sometimes about big brand outreach efforts, but every little helps in inspiring schools, policymakers, and sportswear brands to adopt more inclusive designs.

Alongside its research and its empathetic message, Asics is supporting Inclusive Sportswear’s push for a national inclusive sports kit policy and encourages parents, teachers, and schools to join the Inclusive Sportswear Community Platform for free resources, including training and toolkits developed with the Youth Sport Trust.

The campaign, which runs across paid, earned, and owned media channels, is also in keeping with the Asics’ trend towards leaning into its founding philosophy of “Anima Sana In Corpore Sano” – a sound mind in a sound body. The campaign underscores the link between physical activity and mental health, much like its recent effort, covered earlier this year.