AGIT8 and Golin London Promote Positivity with Poetry for ASICS’ ‘Nothing Feels Better’ Campaign

The current mood of the UK population has been reported as only 62 out of 100, based upon research conducted by running shoe brand, ASICS, into the state of mind of the nation. Realising the need for change and improvement, ASICS partnered with poet and mental health campaigner Charley Cox to create an original poem, ‘A Poem to Move the World’, to inspire the nation to get active to improve their mental health. 

To coincide with Global Running Day (June 7th), 'A Poem To Move The World' was launched in multiple markets across Europe including UK, Germany, Netherlands and Spain. Originally devised by Golin London, the campaign included a brand film developed by creative agency, AGIT8. With versions written specifically for each market, the film dramatises each poem by highlighting the transformational effect of movement on the mind. 

The film highlights the day-to-day battles that people go through whilst struggling with their mental wellbeing. Showing the difficulty of everyday tasks such as getting out of bed and showering, to the often overused phrase of ‘I’m fine’, when asked how you are, the narrative is raw and truthful, based on insight from ASICS’ own research. Showing how movement can have a positive impact, the film encourages audiences to take time out for exercise to make themselves feel better. 

ASICS has partnered with Mind mental health charity since 2021, to promote the benefits of physical activity on mental health and wellbeing. Therefore, throughout June, every listen of ‘Nothing Feels Better’ on Spotify will raise £5 for Mind to promote physical activity for mental health improvement in local communities.  

The integrated campaign will roll out across social, paid and earned media. 

Gary Raucher, EVP, ASICS EMEA said: “We’ve always believed in the positive impact of movement on the body and on the mind. The last few years have put even more pressure on the mental wellbeing of many people, and we’re committed to taking action. We hope the ‘Nothing Feels Better’ poem will inspire more people to move for their mental health, as well as raise valuable funds for mental health charity Mind to support the excellent work they do.”

To listen to the poem, search for ‘Nothing Feels Better’ on Spotify or visit here.