ASICS has launched its new “Get The Glow” campaign in India, highlighting movement as the original and most authentic way to achieve a natural glow. The campaign features post-exercise faces captured immediately after physical activity, promoting the connection between movement, confidence, and mental wellbeing.
Titled “Beauty”, the campaign moves away from traditional beauty narratives centred around filters, skincare products, and complex routines. Instead, ASICS focuses on the visible radiance that comes from physical movement and emotional wellbeing, reinforcing its long-standing philosophy of “Sound Mind, Sound Body.”
The “Get The Glow” campaign features individuals, including ASICS athletes, photographed moments after activities such as running, walking, workouts, and sports sessions. Through real, unfiltered imagery, the campaign aims to showcase how movement can refresh both body and mind.
According to the brand, the campaign arrives amid rising consumer pressure around beauty and skincare. ASICS cited increasing global online interest in glow-related skincare searches and growing social media conversations around achieving instant radiance. The company also highlighted that women spend an average of 22 minutes daily on skincare routines, while the global skincare market has expanded significantly in recent years.
ASICS believes movement offers a simpler and more accessible path to feeling and looking better. The brand referenced research indicating that just 15 minutes of movement can positively impact mood, confidence, and mental wellbeing.
Mr. 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.”
Through the initiative, ASICS aims to encourage consumers to prioritise physical activity not only for fitness but also as a way to support positive mental wellbeing and self-confidence.
