ASICS has launched a global campaign reinforcing its founding philosophy that movement benefits both body and mind, featuring a reimagined version of The Beach Boys’ “Good Vibrations” and community activations designed to demonstrate the psychological benefits of exercise.
Gary Raucher, Global Head of Marketing at ASICS, positioned the campaign as a return to the Japanese brand’s founding principle. “For over 75 years, ASICS has been committed to helping more people move so they can feel better,” Raucher said. “It’s the reason we were founded and why we’re called ASICS – an acronym for Anima Sana In Corpore Sano, or Sound Mind in a Sound Body.”
ASICS 2026 campaign spans multiple channels and platforms
The “Move Your Body, Move Your Mind” campaign, which launches this month across digital, social, broadcast and retail channels in key markets worldwide, features running and tennis-focused films. Tennis spots include professional players Lorenzo Musetti and Belinda Bencic, both ASICS athletes.
ASICS grounds the campaign in research showing that even 15 minutes of exercise may lift mental state, though the brand did not provide specific citations for these studies. The campaign will be supported by community activations designed to encourage firsthand experience of what ASICS describes as the uplifting power of movement.
The choice to feature The Beach Boys’ “Good Vibrations” – a song associated with positive emotion and California optimism – reinforces the campaign’s emotional positioning. By pairing this cultural touchstone with its founding philosophy, ASICS links movement not merely to physical training but to psychological wellbeing.
SOLUTION SPEED FF 4 brings athlete input to product development
Coinciding with the campaign launch, ASICS unveiled the SOLUTION SPEED FF 4 tennis shoe, engineered for players prioritizing speed and agility. The shoe was refined through insights from Bencic, who won gold at Tokyo 2020 and is currently ranked #11 in the world.
The latest iteration incorporates lightweight cushioning with bio-based materials, enhanced stability systems for quick directional changes, and improved outsole grip designed to support rapid movement on court.
“The SOLUTION SPEED FF series has been my shoe of choice for many years, for its advanced speed and agility,” Bencic said. “I feel more dynamic, fast and stable. It’s key for me to feel confident in my footwear when playing tennis.”
