Mind Race


Client: ASICS

Asking athletes to stop exercising is the last thing you would expect a global sports brand to do. But in 2022, ASICS became the first sports brand to use inactivity for good. The ‘Mind Race’ saw the brand sponsoring athletes to stop exercising, while employing cutting-edge technology to track their mental states. The results showed the world exactly what not exercising does to our minds; creating coverage and conversation in 61 markets, disrupting the global exercise/wellness conversation & measurably inspiring the world to move.