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Brief Published: 4 Oct 2021

Asics Mind Uplifter Boosts Town’s Mental Wellbeing


Leveraging localism ­– increasingly resonant since the pandemic (see Leaning into Local) – Japanese sports brand Asics’ new project champions a small English town’s efforts to increase mental wellness. The initiative, also happening in Milan later this month, connects to its face-scanning, mood measuring Mind Uplifter Tool, and is part of a broader focus on promoting the mental benefits of exercise.

Before deciding which locality to concentrate its efforts on, Asics surveyed consumers from every English county to discover which town was most in need of a mental boost. Covering 6,000 consumers from across 40 English districts, it asked respondents to score themselves out of 100 across 10 emotional and cognitive health traits including feeling relaxed, resilient, alert, and focused.

Retford in Nottinghamshire (English midlands) was subsequently identified as most likely to benefit from a mental health uplift. On September 25, the brand established a circuit around the town, which users could complete individually or in small groups, measuring their mental wellbeing before and afterwards using the Mind Uplifter Tool. Asics has previously used the tool at virtual and physical brand-led running events as well as offering it to individual consumers.

Launched in June 2021, it furthers the brand’s connection to robust physical and mental health; Asics stands for ‘Anima Sana In Corpore Sano’ (sound mind, sound body). Developed in conjunction with Australian bioinformatics specialists Emotiv and hosted on a microsite, it combines facial-scanning technology with self-reporting pre- and post-exercise, aiming to capture how exercise affects 10 emotional and intellectual metrics including calm, confidence and positivity.

On October 16, Asics will host a 5km and 10km run in Milan’s Parco Sempione, similarly tracking participants’ wellbeing with the Mind Uplifter Tool.

For more on this topic, see Biometric Brandscapes.

For more on how sports brands are engaging the post-Covid consumer, see Summer of Sport: Brand Engagement Tactics.