The footwear and apparel brand’s “Get the Glow” campaign celebrates unfiltered post-workout looks while positioning movement over skincare products as the key to confidence, mood and radiance
In a rejection of perfectly polished workout aesthetics, footwear and apparel giant Asics has launched a new “beauty” campaign that highlights the natural beauty of pushing your body to its limits.
The brand’s “Get the Glow” campaign features post-exercise looks without filters or products to mask the “glow” achieved from a good workout.
Asics is looking to disrupt not only athletic marketing campaigns, but also the skincare industry with its provocative messaging. The campaign is encouraging people to spend less on products and instead invest in their physical and emotional well-being through fitness — positioning “glow” as something achieved from the inside out.
The campaign highlights individuals immediately after a run, walk, game or workout with brightened expressions after having their moods and confidence lifted by exercise. Asics-sponsored tennis stars like Swiss Olympian Belinda Bencic alongside beauty and lifestyle influencers and everyday athletes who post their workout glows under #ASICSGetTheGlow.
Asics is capitalizing on the widespread trend of people seeking to level-up their look in pursuit of glowing skin, as its team paid attention to online searches for glow-related skin terms jumping by 43% year-over-year, while social media is teeming with content about achieving “glow.”
“Asics was founded on the belief that when you move your body, you move your mind. Long before the beauty industry was bottling glow, people were achieving it naturally through movement,” said Asics global head of marketing, Gary Raucher. “In a culture where glow is often manufactured, we want to spotlight something real. The most meaningful glow starts on the inside through movement.”
At the core of its campaign is the message that just 15 minutes of movement can lift mood and overall well-being as people look and feel brighter.
“I love how I feel after playing tennis and moving my body. Sport has always been a huge part of my life, and I’ve been drawn to tennis ever since I was a child,” said Asics-sponsored professional tennis player Zeynep Sönmez. “I’m so excited to work with Asics on this initiative because I truly believe that movement has the power to uplift you and help you glow from within. I’m passionate about sharing that message and inspiring others to experience it for themselves.”
Showcasing real faces and centering authenticity appears to be an increasing trend across the fitness industry. Bodybar Pilates made a bold statement in its recent campaign, which featured real members and instructors to mark a distinct shift in Pilates marketing embracing diversity, inclusivity and accessibility across the modality. The franchise joined Club Pilates, which launched its own campaign last year promoting body, age and ability inclusivity.