Winning the Slow Game
Sound Mind, Sound Body:
The Long-Distance Strategy for Loyalty
Touch PR powers ASICS’ mission to make movement a lifelong habit, fueling cultural relevance, emotional connection, and a new generation of everyday movers.
The Strategy
ASICS’ long-term ambition is to grow a movement—not a moment—by becoming a constant partner in both physical and mental well-being. Rooted in the belief that a sound mind fuels a sound body, our ongoing work focuses on two core audiences: Gen Z, who face growing motivation gaps around movement, and women, who continue to navigate social and structural barriers to exercise. Our strategy centres on an always-on narrative of accessibility, inclusivity, and emotional resonance, making the Sound Mind, Sound Body (SMSB) philosophy both relatable and actionable in everyday life—and we are only just getting started.
The Approach
We sustain engagement across three interconnected pillars—Performance Running, Core Performance Sports, and Sportstyle—to keep SMSB front and centre in culture.
In Performance Running, we ignite momentum through motivational storytelling and community-driven training that meets runners at every stage: new, returning, or elite. In Core Performance Sports, we amplify athlete partnerships and inclusive programmes that encourage holistic activity, while embedding mental-health advocacy—especially for women—into everyday brand touchpoints. In Sportstyle, we bring SMSB into youth culture through authentic collaborations, streetwear moments, and creator partnerships that make wellness feel relevant, expressive, and culturally plugged-in for Gen Z. Together, these pillars deliver a unified message: movement is for every body, every day.
