Champion movement for your mind across Europe.
We redefined elitist ‘personal best’ sports culture to focus on the mental impact of a small amount of movement, not performance - the new personal best. With last place finishers, research and ‘un-thletes’ sharing their story and showing the world that 'A personal best is not a number. It’s a feeling.'
We drove cultural conversation around exercise and mental health that changed hearts and minds (affinity), while increasing purchase intent with +223% consumer searches for the ASICS brand YoY.