ASICS trades out White Lotus luxury for 15-minute escapes

ASICS is challenging the booming wellness travel trend with its latest campaign, launched for World Mental Health Day.

Fronted by actor and comedian Natasha Rothwell, best known as the spa manager in The White Lotus, the campaign positions everyday movement as a more effective and lasting route to wellbeing than expensive retreats.

Created by Golin London, the campaign teased Rothwell’s involvement on social before unveiling a full film directed by Matthew Frost via Iconoclast.

The film challenges escapist wellness culture with a sharp message: 15 minutes of movement a day does more for your mind than a week at a luxury wellness resort.

That message is backed by data.

A new study led by Dr. Brendon Stubbs of King’s College London for ASICS found that while wellness holidays offer a short-term lift, their effects fade quickly. In contrast, two-thirds of participants reported longer-lasting benefits from short daily movement breaks. Mental wellbeing scores improved by 21% more than those from recent wellness trips.

The campaign, running across digital, paid social, earned and influencer channels, was supported by media buying from Le Pub and digital builds from Born05. Rothwell will continue to front the campaign, offering movement inspiration to help demystify and democratise wellness.

“You don’t need to go far to leave it all behind,” said Gary Raucher, ASICS’ EVP, Global Marketing. “When you move your body, you move your mind. That’s what ASICS stands for.”

Al Wood, CCO at Golin, added: “Hijacking the new-season hype to remind people what actually works for wellbeing felt like the right moment to challenge the escapism trend.”

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