Building on its commitment to help customers improve their mental health through movement, Asics has partnered with mental health charity Mind to realize its ambition of lifting the mood of an entire town. As part of our Experienital Marketing Deep Dive, The Drum caught up with executive vice-president Gary Raucher to find out what he hopes the legacy of its attempt will be.
When the Covid-19 pandemic caused Asics to revisit its founding principle of ‘healthy body, healthy mind,’ the sports brand turned to its customers to fuel its research into the power of movement on mental wellbeing.
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Source: The Drum
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