ASICS proves fitness can be skincare too
ASICS’ ‘Get The Glow’ makes a smart category play: making sports marketing into a beauty campaign.
The ad makes a case that the best glow is the one created by movement, not skincare.
Created in the context of World Mental Health Week, the work responds to rising online talk around “getting the glow” and turns that beauty-language trend into a platform for movement-led wellbeing.
Instead of polished, retouched beauty imagery, the campaign photographs people, including ASICS athletes and beauty influencers, moments after a run, walk or workout, showing flushed faces and brighter expressions as proof that the glow is ‘felt, not faked’.
The fact that the faces are captured after 15 minutes of movement gives the campaign a scientific hook that keeps the idea from drifting into lifestyle.
Our take
Compared with ASICS’ broader ‘Move Your Body, Move Your Mind’ positioning, this is a sharp extension, subverting an adjacent category.
It feels current because it addresses both beauty pressure and mental well-being at the same time.
One things for sure, ASICS certainly keeps us guessing when it comes to its campaigns, with the ad coming fresh off the back of ‘Dance Through Innovation’ .
Beauty campaigns are usually surface deep; but ASICS’ science-backed creative (thanks to Dr Brendon Stubbs) makes a simple, but memorable, point.
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