asics x mind media event

ASICS partnered with Mind to launch a mental health-focused campaign, 'A New Personal Best.' This was brought to life at The Tate Modern, featuring a high-profile photography exhibition and live Q&A, driving cultural conversation and increasing ASICS brand searches by 223% YoY.

Challenge

Rather than purely performance, ASICS new campaign partnered with Mental Health Charity, Mind and focussed on the mental impact of movement, no matter how small: A New Personal Best. We were tasked with launching this in a way which would demand attention.

Insight & Strategy

Taking this campaign into the real world would ensure it landed authentically, so we set out to put the stars of the campaign at the centre of a high profile launch exhibition.

Solution

Taking over London's most iconic exhibition space, The Tate modern, we created a photography display of A New Personal Best featuring hero campaign images for media, journalists and industry professionals to explore over drinks and canapés alongside a live Q&A about the campaign. The surprise moment was when the campaign talent joined us, unaware of the extensive efforts we had taken to showcase them.

Impact

We contributed to driving cultural conversation around exercise and mental health, while increasing purchase intent with +223% consumer searches for the ASICS brand YoY.

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