In the face of economic crises, climate anxieties, and global wars, people are seeking solace through connection. They want to be sure someone will hold their hand in the face of hardship. As a result, they have higher expectations of care and understanding from interactions with brands, social systems, and p...

Asics and Mind have joined forces for World Mental Health Day to call out performance-based exercise culture, and encourage a mental health-led approach instead. Fatigued from the cult of success, people are opting for more leisurely attitudes towards physical health and performance.

The brand's ‘You Got This’ campaign aims to reshape perceptions around performance anxiety in sports. At a time when people are searching for alternative sources of authority in their daily lives, the brand is positioning itself as inclusive, solutions-driven, and universal.

Motivations for exercise are changing for Britons, with more people likely to cite mental health benefits as a key driver to working out rather than getting in shape. The findings arrive amid an increasing lean towards soft, cosy exercise, demonstrating opportunities for brands to cater to this.