ASICS spotlights 'post-workout glow' in beauty-focused campaign

Sportswear brand ASICS has launched its first beauty-focused campaign, Get The Glow, highlighting the natural "post-exercise glow" associated with movement and its impact on physical and mental wellbeing.

The campaign features individuals, including ASICS athletes, photographed following activities such as running, walking, training sessions and competitive sport, designed to reflect the visible effects of movement, including elevated energy, confidence and mood.

The campaign responds to growing consumer interest in achieving a “glow” appearance, with online searches for glow-related skincare terms up 43% year-on-year. Meanwhile, social media conversations around achieving glow “fast” have risen by 375%.

At the same time, skincare routines are becoming increasingly time-intensive. Women reportedly spend an average of 22 minutes a day on skincare, with 74% following multi-step morning and evening routines.

ASICS is positioning movement as an alternative approach to wellbeing and self-confidence, citing research suggesting that just 15 minutes of exercise can help improve mood and support mental wellbeing.

Gary Raucher, Global Head of Marketing at ASICS, said: "ASICS was founded on the belief that when you move your body, you move your mind. Long before the beauty industry was bottling glow, people were achieving it naturally through movement.

"In a culture where glow is often manufactured, we want to spotlight something real. The most meaningful glow starts on the inside through movement."

Professional tennis player Zeynep Sönmez

Zeynep Sönmez, Professional Tennis Player at ASICS, added: "I love how I feel after playing tennis and moving my body. Sport has always been a huge part of my life, and I've been drawn to tennis ever since I was a child.

"I'm so excited to work with ASICS on this initiative because I truly believe that movement has the power to uplift you and help you glow from within. I'm passionate about sharing that message and inspiring others to experience it for themselves."