#USA #Los Angeles #ASICs #Get The Glow #Zeynep Sönmez

ASICS Launches 'Get The Glow' Campaign

In today's world, where filters and beauty routines dominate social media, ASICS is taking a bold stance by embracing the authenticity of natural beauty that comes from movement. The brand's newly launched campaign, 'Get The Glow', emphasizes that true radiance is not just the result of expensive skincare or elaborate beauty routines, but rather the impact of physical activity on both body and mind.

The Essence of Natural Glow

The campaign showcases real faces—featuring professional athletes like tennis player Zeynep Sönmez—captured immediately after engaging in physical activities such as running, walking, or training. Each image reflects a genuine glow that radiates from the happiness and confidence stemming from movement. ASICS aims to remind the world that anyone can achieve this glow without the need for filters or costly beauty products.

The initiative comes at a time when there is a burgeoning demand for natural beauty. Recent statistics reveal that online searches related to achieving radiant skin have surged by 43%, while conversations surrounding instant beauty solutions skyrocketed by 375%. This indicates an increasing societal pressure to look effortlessly 'glowy'. Furthermore, consumers are investing more time and finances into beauty, with women spending approximately 22 minutes daily on skincare routines, totaling over 136 hours annually.

Interestingly, a staggering 74% of women follow multi-step skincare routines morning and night, highlighting the complexity of modern beauty standards. ASICS believes the fundamental approach to achieving that coveted glow lies within exercising. Their research shows that even 15 minutes of physical activity can enhance mood and positively influence mental well-being, making individuals feel more vibrant and confident.

The Message Behind 'Get The Glow'

Gary Raucher, Global Head of Marketing at ASICS, encapsulates the brand’s philosophy. He states, “ASICS was founded on the belief that when you move your body, you move your mind. Long before the beauty industry bottled up the 'glow', people naturally obtained it through movement.” In a culture dominated by manufactured beauty standards, ASICS aims to spotlight the genuine, the real—the glow that emerges from within.

Zeynep Sönmez expresses her excitement about the initiative, saying, “I love how I feel after playing tennis and moving my body. Sport has always been a huge part of my life, and since childhood, I've been in love with tennis. I’m thrilled to collaborate with ASICS on this initiative because I truly believe movement has the power to elevate you and help you glow from the inside out.”

A Call to Action

Through 'Get The Glow', ASICS encourages individuals worldwide to discover their inner glow through movement rather than relying on beauty shortcuts. This campaign represents a straightforward yet powerful step towards fostering positive mental wellbeing. By embracing physical activity, ASICS is not only promoting fitness but also advocating for a healthier, more authentic perception of beauty.

This fresh approach aligns seamlessly with evolving beauty norms while simultaneously promoting the physical and mental benefits of leading an active lifestyle. As we move forward, let's celebrate our authentic selves and prioritize how feeling good can translate into looking good. The most profound glow comes from within—through movement, health, and authentic happiness.