INSIGHT
For years, ASICS been preaching about the mental health benefits of running and exercise. In a region where levels of stress, anxiety and insomnia have been on the rise, we wanted to give them a simple challenge that gets them to lift their mood.

IDEA
We found out that writing was an effective way of dealing with negative thoughts and feelings. Combining that with running could lead to even greater effects. We equipped the community of ASICS Frontrunners with unique shoes, each imprinted with the very words that weighed heavy on their minds. Soon to be stamped out by their strides.

EXECUTION
We challenged the ASICS Frontrunners and their followers to run of the negative feelings they wrote on their shoes and photographed the results. We asked to write down all their doubts, insecurities, stresses, and tension onto the bottoms of their shoes. Then asked them to run until the words wore off and documented how they felt afterwards — which was, of course, overwhelmingly positive. Proving the uplifting power of running to boost your mental health.

CREDITS

Client: ASICS
Agency: Socialize / We Are Social Dubai
Executive Creative Director: Jason Velasquez Burayag
Senior Art Director: James Young
Senior Copywriter: Jack Rogers
Senior Videographer: Xavier Dell
Video Editor: Xavier Dell
Account Management: Ashraf Hamad, William Hine