• by Sarah Mahoney , Yesterday

ASICS, whose name literally means (in Latin) "a healthy mind in a healthy body,"  is launching a new creator-led campaign with an unusual foil: the endless stream of “Get Ready With Me” beauty tutorials that clog social media.

The effort taps a handful of beauty influencers to tout what the company calls the best-kept secret in skincare: the mental uplift, endorphins, and confidence that come with moving your body, in just 15 minutes, substantiated by its own in-depth studies.

This marks the first creator-led campaign for the Japanese brand, collaborating with @miamauge, @kirstyeelizabeth, @mandylikes_, and @hannahlondon, and is powered entirely by their real, post-exercise faces.

Fifteen minutes of movement, particularly if it happens outdoors, is a proven mood booster and helps people feel more optimistic and confident, all while earning a natural glow. That’s a major selling point, given that the average woman spends 22 minutes per day on skin care, according to industry research, with 74% using multistep routines morning and night.

The hero video reminds women: “When you move your body, you move your mind.”

While the mind-body connection has long been implied by many athletic brands, more of them are making it explicit: Lululemon has conducted in-depth research on exercise and mental health, and On, which continues to be one of the hottest brands in the category, is making the most of its partnership with Zendaya, an actor who has been outspoken about struggles with anxiety. On is even expanding its apparel collections with Zendaya, backed by a Spike Jonze-directed film.  

And de-stressing is the core message of Adidas’ ongoing “You Got This” campaign. That company also collaborates with the Hidden Opponent, a mental-health advocacy group. Rhone, the performance wear brand, has teamed up with NBA star Kevin Love for a project called “Mental Fitness.”

But ASICS, founded 75 years ago, claims to be the first company making an explicit skin care claim, minus the pricey serums and exhausting 10-step routines popularized on TikTok, YouTube and Instagram. The campaign was built around real social-media demand, with the brand noting that searches for glow-related skin terms rose 43% this year, and the number of social conversations about achieving glow “fast” increased 375%^.

"Long before the beauty industry was bottling glow, people were achieving it naturally through movement,” said Gary Raucher, ASICS’ global head of marketing, in the press release. “In a culture where glow is often manufactured, we want to spotlight something real. The most meaningful glow starts on the inside through movement.”