ASICS has announced the launch of its new mental health initiative with charity, Mind, who hope to raise funds and promote an active lifestyle.
The sportswear brand will aid in funding support services, including activity-based projects, for people experiencing mental health problems. The coronavirus lockdowns across the UK are said to have had a detrimental impact on people's mental health.
The #SunriseMind campaign will launch the new collaboration by encouraging people to get moving and help raise money for Mind, with a 'sunrise' being used as a symbol for hope. ASICS athletes, including Eilish McColgan, Noëlle Roorda and Kiryu Yoshihide, are to issue an open invitation to people around the world to join their mission in uplifting the spirits of everyone who may suffering with a mental health battle. For every #SunriseMind selfie shared, ASICS will make their own donation to Mind.
Through the partnership, ASICS hope to raise awareness on the benefits of an active lifestyle on an individuals mental health, alongside raising funds for Mind's research into mental health in sport.
This year, ASICS have also committed to undertaking their own research on the positive impact of sport on mental health, using biometric technology to capture the impact that sport has on our minds.
“It is impossible to overstate just how significant the impact sport and exercise have on our mind," said Dr. Brendon Stubbs, an exercise and mental health researcher, based at King’s College London.
"It’s absolutely vital that people regularly move their body to experience those all-important cognitive and emotional benefits for themselves. Never has there been a more important time to become active and experience the mental health benefits sport and movement bring.”
The initiative forms part of ASICS' wider brand campaign to 'return to its roots', highlighting its origins of lifting spirits in post-war Japan. ASICS is an acronym of the late phrase Anima Sana In Corpore Sano, which means ‘A Sound Mind in a Sound Body’.
Gary Raucher, EVP Categories at ASICS EMEA said, “We know COVID-19 has put even more pressure on the wellbeing of millions of people. We also know and believe that sport and movement can lift spirits and help people feel better.
“For us, 2021 is about unlocking the unique power of sport to uplift our minds. That starts with encouraging people everywhere to move with us at sunrise and will continue throughout the year as we demonstrate our commitments to our founding philosophy of a sound mind, sound body.”
Author: Jake Wilkin