Asics Debuts World’s Youngest Fitness Influencers
By Ella Horncastle on Tuesday, March 19, 2024
In its latest campaign, the sports brand Asics has created the youngest ever team of fitness influencers to inspire adults to revisit the joy of exercise.
Dubbed ‘Little Reminders,’ the campaign stems from research indicating that 63% of adults exercise primarily for physical gains, while 77% of children do so for enjoyment. The study also found that 77% of adults view exercise as a chore, whilst 92% of children aged 6-11-years-old enjoy and look forward to it.
The campaign features 7- and 8-year-old Tillie, Hiba, Joash, Imuujin, and Henry taking over popular exercise influencers’ channels to lead their own workouts. The campaign is also accompanied with the first-ever exercise guide made by the children reminding adults to ‘move for their mind’.
The initiative aims to counteract the fact that adult-focused influencers may inadvertently remind people of their limitations. Asics hopes to disrupt this mindset by showcasing children, whose exercise motivation is rooted in joy rather than results. By promoting exercise for how it makes them you feel rather than look, Asics aims to encourage adults to reconnect with the positive emotions associated with physical activity.
