Movement for mind

“Desk Break” continues Asics’ Movement for Mind initiative that began in 2021 and provides guided audio sessions with health and wellness experts to promote a sound body and mind. Recent campaigns like “Move Her Mind,” “15 Minute Weight Loss,” and “Little Reminders” have also explored the relationship between exercise and one’s mental wellbeing.

“We’re focused on driving preference and giving people a clear reason to choose our brand,” Raucher told ADWEEK.

Other athletic retailers have tapped into the mental health space in recent years, too. Brands like Lululemon and New Balance have also provided mental health resources through courses and guided meditations.

The new campaign runs across out-of-home (OOH), digital, paid social, earned, and influencer activity. On World Mental Health Day (Oct. 10), Asics aims to inspire workers to take a break and tag #DeskBreak with a photo of their empty desks. The images shared will raise funds for mental health charities around the world.