Asics is using Get The Glow to enter a space sporting goods brands rarely contest — borrowing the visual language of beauty advertising to argue that movement, not skincare, is the original source of radiance. The campaign targets an audience both performance and beauty sectors are actively pursuing.
Asics has launched Get The Glow, a global campaign that reframes the visible after-effects of exercise, such as flushed skin, sweat, exertion, and brighter expressions, as signs of well-being rather than flaws to hide.
The campaign features athletes and everyday participants photographed immediately after different types of movement, from running and walking to training sessions and games.
The hero spot opens as a near-perfect imitation of a skincare ad, with a velvety voiceover, pastel tones, and tight close-ups on skin. For the first 13 seconds, it could pass for a beauty brand commercial. Then the frame widens. The setting is a tennis court. Zeynep Sönmez, the 24-year-old Turkish tennis player now ranked in the top 100, is smiling: she is this time in her natural environment, and the same voiceover delivers a different message:
“15 minutes of movement can help brighten your mood. Because when you move your body, you move your mind.”
The tone, palette, and voice stay the same. Only the claim changes. That continuity is the creative idea: Asics does not reject the conventions of beauty advertising. It borrows them to make a different argument. Alongside Sönmez, the campaign includes non-athletes. The choice expands the story beyond performance credibility and into the broader wellness audience Asics is targeting.
The campaign arrives at a moment when the beauty conversation is heavily driven by data. Asics cites figures showing that searches for glow-related skin terms have risen 43 percent year over year, while social conversations about getting glow “fast” are up 375 percent. The brand also points to data showing women spend an average of 22 minutes a day on skincare, more than 136 hours a year, in a global skincare market valued at $162 billion.
Asics is not dismissing that market. Instead, it argues that movement can sit alongside skincare as another path to feeling and looking better. It draws on its Uplifting Minds Study, which found that about 15 minutes of physical activity can begin to improve mental state and support mood. In doing so, the campaign claims territory usually left to cosmetics and skincare, while reinforcing Asics’ wellness credentials with an audience, women in particular, that both sectors are actively pursuing.
The move extends Asics’ broader mental health positioning into beauty-category language. For a brand whose name comes from the Latin principle of a sound mind in a sound body, Get The Glow turns a familiar wellness idea into a commercial and cultural message grounded in its roots.
