ASICS has launched a new ‘beauty’ campaign titled ‘Get The Glow’, featuring post-exercise faces to highlight how movement can create a natural sense of radiance and wellbeing. The campaign moves away from traditional beauty narratives driven by skincare routines and filters, instead focusing on the visible impact of physical activity on mood and appearance.
The campaign showcases individuals, including ASICS athletes, photographed immediately after running, walking, playing sport or completing a workout. The visuals are presented without filters or styling enhancements, aiming to capture expressions of upliftment, confidence and natural energy following physical activity.
According to the brand, the campaign is positioned against the backdrop of rising global interest in “glow” as a beauty and wellness goal. ASICS cited data indicating that online searches for glow-related skin terms have increased by 43% year on year, while social conversations around achieving glow “fast” have risen by 375%, reflecting growing pressure around instant aesthetic outcomes.
The brand also highlighted broader consumer behaviour trends in skincare, noting that women spend an average of 22 minutes per day on skincare routines, amounting to over 136 hours annually. It further stated that the global skincare market has reached USD 162 billion, with 74% of women following multi-step morning and evening skincare routines.
Against this context, ASICS is positioning movement as an alternative pathway to achieving what it defines as a natural “glow”. The campaign is anchored in the belief that glow is not something applied externally, but something experienced internally through physical activity and improved mental wellbeing.
The brand referenced internal research suggesting that just 15 minutes of movement can positively impact mood and mental wellbeing, helping individuals feel more confident, brighter and more energised. This forms a core part of the campaign’s message that physical activity contributes to both emotional and visible changes.
Saurabh Sharma, director - marketing, ASICS India, said, “The idea of ‘glow’ today is often shaped by filters, fast fixes and multi-step routines. With ‘Get The Glow’, we want to reframe what glow really means. Rooted in the ASICS' philosophy, 'Sound Mind, Sound Body', we believe true radiance begins with how you feel from within. Our research shows that even 15 minutes of activity can lift your mood, boost confidence and bring out a visible, natural radiance. Through this campaign, we want to inspire more people across India to choose movement as the simplest and most authentic way to feel and look better.”
The campaign emphasises ASICS’ long-standing brand philosophy of ‘Sound Mind, Sound Body’, linking physical activity with mental wellbeing as a core proposition. By focusing on real, unretouched post-exercise imagery, the brand aims to challenge conventional definitions of beauty and shift attention towards lived experiences of wellness.
‘Get The Glow’ is designed to encourage consumers to view movement as a daily habit rather than a fitness goal, framing it as an accessible way to support both mental and physical wellbeing. The campaign seeks to align beauty and fitness narratives by positioning exercise as a natural contributor to appearance, confidence and emotional health.
Through this approach, ASICS continues to expand its positioning beyond performance sportswear into broader lifestyle and wellness conversations, connecting physical activity with contemporary definitions of beauty and self-care.
