Challenge

Extreme exercise influencers are demotivating Brits. Obsessed with physical change and performance, they’ve made fitness frighteningly formidable.

Work

To challenge this, ASICS introduced Little Reminders, the world’s youngest exercise influencers: a team of children on a mission to remind adults of the joy of exercise, emphasizing its mental health benefits over appearance.

Impact

The campaign disrupted the world of adult exercise across social media, through widespread media coverage, and with a historic first absence of a male cover model on Men’s Health magazine. ASICS’ reputation as a mental health champion increased by 1334%, and public purchase intent increased by 27%.

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