New ASICS campaign aims to change the way we think about weight loss

Body positive influencers including Em Clarkson feature in alternative weight loss message. Credit: ASICS Europe Via Youtube

Transcript

00:00Social media doesn't just influence the way we look online.

00:06Society is more fixated on weight loss than ever before.

00:13Searches for weight loss exercises have increased by 552%.

00:21And the number of videos dedicated to exercise and weight loss has more than doubled.

00:28This focus on exercise purely as a tool for weight loss is creating unrealistic body standards

00:36and impacting our mental well-being.

00:40So we set out to champion losing a different kind of weight.

00:44Introducing ASICS 15-Minute Weight Loss.

00:48A series of 15-minute exercises to take the weight off our minds.

00:52Partnering with body-positive influencers to disrupt social media with an alternative weight loss message.

01:04Challenging the cultural pressure to lose physical weight by redirecting people searching for quick-fix weight loss exercises

01:11to content celebrating the mental benefits of movement.

01:16Because just 15 minutes of exercise can take the weight off our minds.

01:22ASICS 15-Minute Weight Loss

01:27ASICS. Sound mind. Sound body.