Campaign: New Personal Best
Agency: Golin
Brand: A collaboration between ASICS and Mind
Why the campaign rocks:
“New Personal Best” throws away the tired script of fitness advertising. No more unrealistic before-and-after transformations or pressure to fit a stereotypical gym mold (a whopping 68% of Brits who don’t exercise feel this way!). This ASICS and Mind collaboration tackles a deeper truth: exercise is just as much about mental well-being as physical gains.
The campaign understands the mental hurdles people face. Mind, the mental health charity, plays a crucial role. Their expertise informs the campaign’s messaging, highlighting the positive impact exercise has on mental health. Interactive online modules weave mindfulness exercises into training routines, creating personalised plans for both physical and mental resilience.
“New Personal Best” replaces unrealistic portrayals with real people. Stories from everyday athletes and a powerful portrait series showcase the emotional power of exercise. The campaign tackles the mental barriers that keep people from moving. It empowers everyone to embrace exercise for the holistic well-being it offers.