Asics builds content around running with ‘Joy of Running' campaign

With fitness forming an integral part of our lifestyle, Asics India aims at encouraging the runners to come together and enjoy running with their latest campaign ‘Joy of Running’. The initiative marks a national call for people to get inspired to run without a finish line and propagate this habit if not for anything else, for the joy of running itself.

The brand aims to promote this ideology by engaging with their in-house coaches, fitness influencers and nutrition experts of the Asics Running Club in different cities across India.

The brand launched a digital film on their social media channels that highlights the role running plays in people’s lives and how it can be much more than just a routine exercise with a like-minded community. For some it is a spiritual experience, for many running means freedom and for others, it’s a way to spend time with their loved ones. Through each example, the viewers get a different perspective and insight into the whole experience of running and the meaning it carries for people.

The video:

The brand aims to amplify the initiative through a digital contest that encourages people to post a picture/video with the hashtag #JoyOfRunning #ASICS and #ASICSIN of their running experience to win a start-up kit from Asics.

Commenting on this initiative Rajat Khurana, Managing Director, Asics India, said, “Our brand believes that sport has the power to change lives and our association with the Mumbai Marathon for over 10 years has demonstrated our commitment towards the sport of running. It is our constant endeavour to curate a fun and motivational running culture by building communities across India. Through the ‘Joy of Running’ campaign, we want to promote the message that anyone can run, you just need the right shoes and spirit; Asics is providing you with both.”