The 'Move More' campaign by ASICS won gold in Disruption and Sports & Fitness at The Drum Awards for Marketing, leveraging the return to office work to challenge corporate wellness norms, featuring Brian Cox as a mental health advocate, and generating 50M views and 1.7k media pieces.
In 2024, as workers increasingly returned to sitting in the office, ASICS identified the desk as a danger to mental health and took on the limp corporate wellness culture to inspire the world to move. Speaking to The Drum at the Global Wellness Summit, Brian Cox, the world’s scariest boss, explained, “We wanted to break the stigma around desk-bound office life and promote mental well-being through movement.”
The move sparked debate around corporate responsibility and employee health. The deal is expected to close in the next quarter, and this strategic acquisition aims to redefine workplace wellness globally.
This initiative launched the first employment contract clause for movement, making it a legal requirement for employees to take regular breaks from their desks. In a broader sense, this clause encourages employers to foster a culture of health and well-being.
At the core of ASICS's strategy is the belief that movement is essential for mental health. Ultimately, the goal is to create a healthier, more engaged workforce.
According to industry observers, the campaign has been a resounding success. The competitive landscape continues to shift as companies recognize the importance of employee well-being.
Privately, however, some competitors have expressed admiration for ASICS's bold approach. The reality, however, is that this campaign has set a new standard for corporate wellness.
What remains to be seen is how other companies will respond to this new model. The broader implications are clear: a shift towards more proactive and innovative wellness strategies.
As history shows, companies that lead in wellness often see significant benefits in employee satisfaction and productivity.
The campaign generated a genuinely viral juggernaut that garnered 50 million views, over 1,700 pieces of coverage, and inspired 1 million desk breaks. This resulted in a 40% increase in Google searches for ASICS, while inspiring support from the Director General of the WHO and our competitors alike.
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