Mind Race

Client: ASICS EMEA

Additional credits: Unit 9, Solarflare

In 2022, ASICS became the first sports brand to ask athletes not to move, in order to reveal how inactivity makes our minds race. For a week, the brand employed cutting-edge technology to track thousands of athletes’ mental states through the process, while capturing a video of the experiment to visualise what 'racing minds' look like for the first time; inspiring the world to move more for their mental health in response to the pandemic-related decline in daily movement.

The story and film was covered in 55 markets, disrupting the global exercise/wellness conversation - giving new inspiration for the world to move and introducing free new technology for the public to track the positive impact of exercise on their own minds.