ASICS: Upliftford

In 2021, faced with a category slowdown and a mental health crisis in the UK, ASICS, a sports shoe company, launched an exercise and wellness campaign to grow its brand, resulting in greater market share and revenues.

Campaign details

Brand: ASICSAdvertiser: Agit8Entrant: Agit8 MediaCategory: Single MarketPrincipal author: Gabi Bernstein, Agit8

Summary

In 2021, in the face of a category-wide slowdown, and a mental health crisis that saw depression affecting one in five adults in the UK, ASICS decided to do something to make a difference – not only to the brand, but to the population at large. The resultant 'experiment', which saw the brand take over the UK's 'saddest' town, not only improved the town's mood by a whopping 27% transforming it into the country's happiest town, but...

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