Since late 2019, I've had the extraordinary opportunity to collaborate with ASICS, applying rigorous science and authentic storytelling to create meaningful impact in how people understand movement and mental wellbeing. What makes this journey particularly remarkable is how it has coincided with ASICS' phenomenal business transformation. You can read all about the transofmration and work with ASICS here Contagious
The beginnings: When Science Meets Brand Purpose
When ASICS was preparing to launch their Sound Mind Sound Body strategy in 2020, it felt like serendipity. My research had been focused on this exact connection between movement and mental health for the previous 15 years. What followed was a series of groundbreaking initiatives with ASICS that helped redefine how a performance sports brand could genuinely contribute to global wellbeing.
Key Milestones
Upliftford (2020)
Through ASICS' inaugural State of Mind Index, we identified the UK town that could benefit most from a mental uplift through movement. Rather than just publishing the data, ASICS took action, transforming Retford's infrastructure into a movement-inspired outdoor "gym". The community response was remarkable, with residents experiencing tangible improvements in collective mental wellbeing.
Mind Uplifter Tool (2021)
Measuring the mental health benefits of exercise has always been challenging. Our team developed novel facial scanning technology calibrated against EEG devices to quantify these changes objectively. The Mind Uplifter tool allowed us to measure the impact of exercise on mental state across more than 1,000 people globally, providing unprecedented data on how movement affects mood.
Mind Race (2021)
In perhaps our most eye-opening experiment, we challenged active individuals to stop moving for one week. The results were profound, revealing:
20% decrease in confidence
16% drop in positivity
23% reduction in mental energy
22% decrease in ability to cope with stress
These findings transformed into powerful brand impact, with YouGov studies showing:
Significant increases in brand awareness, reputation, quality, and advocacy
440% increase in perception of ASICS as a brand associated with mental wellbeing
210% higher purchase likelihood among those exposed to the campaign
An estimated 1.8 billion people reached globally
The 15:09 Effect (2021-present)
Through rigorous analysis of Mind Uplifter data, we identified a critical threshold: just 15 minutes and 9 seconds of exercise significantly lifts mood. This precise figure became a cornerstone of ASICS' messaging – demonstrating that meaningful mental benefits don't require marathon sessions, but are accessible to everyone through brief, intentional movement.
Mind Games (2023)
As scientific lead on this project, I helped design research that demonstrated the cognitive impact of movement on mental performance. The resulting documentary featured on Amazon Prime in over 30 countries and reached more than 500 million people globally. Beyond the reach, the project established ASICS as a trusted authority on the connection between physical activity and cognitive function.
15-Minute Weight Loss (2024)
In my first presentation to ASICS in 2019, I shared research on how harmful "before and after" pictures can be, completely missing the point of what exercise truly offers. Five years later, ASICS brilliantly brought this concept to life with the 15-Minute Weight Loss campaign, reclaiming fitness narratives from appearance-focused messaging to mental wellbeing.
15-Minute Desk Break with Brian Cox (2024)
Our research revealed mental health deteriorates after just two hours of continuous desk work. The resulting 15-Minute Desk Break initiative, fronted by Brian Cox, demonstrated remarkable workplace benefits:
12% decrease in anxiety levels
14.7% reduction in perceived stress
33.2% boost in productivity
28.6% improvement in focus
This science led ASICS to pioneer a workplace policy innovation, providing employees with the right to movement breaks beyond regular breaks – a policy now available for other organizations to adopt.
Business Transformation
The most remarkable aspect of this journey has been watching ASICS' business transformation during the Sound Mind Sound Body era:
Market Capitalization: From $2.8 billion to $15.77 billion (2020-2025)
Stock Performance: Quadrupled to reach all-time highs
Revenue Growth: Consistent double-digit growth exceeding industry averages
Profitability: Positioning as one of the sports industry's most profitable brands
Is this correlation or causation? While many factors contribute to business success, the alignment between scientific evidence, authentic purpose, and strategic execution created a powerful foundation for growth that resonated with consumers seeking more meaningful relationships with brands.
Looking Forward
What excites me most is that we're only just getting started. The scientific foundation we've built continues to open new possibilities for how movement can be understood, measured, and integrated into daily life for mental wellbeing.
This journey wouldn't be possible without the incredible teams at ASICS who have championed this approach and the countless participants in our research who have helped us better understand the profound connection between movement and mind.
As we look to the future, I remain convinced that when business strategy aligns with authentic purpose and scientific evidence, transformation isn't just possible – it's inevitable.
Which was your favourite campaign?
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