Asics is calling time on overpriced wellness retreats and replacing them with something simpler: a 15-minute daily movement break.<\/p>\n
Fronted by The White Lotus actor and writer Natasha Rothwell, the sports brand\u2019s new global campaign, ‘Everyday Escape,\u2019 takes aim at the booming but short-lived world of \u2018wellness travel.\u2019 Created by Golin London and directed by Matthew Frost for Iconoclast, the integrated push spans digital, paid social, influencer and earned channels, with media by Le Pub and digital builds by Born05.<\/p>\n
The timing isn\u2019t accidental. Ahead of World Mental Health Day, Asics\u2019s research found that while wellness holidays are up 33% year over year (according to Euromonitor), two-thirds of travelers said the benefits vanish almost immediately. Compare that to a daily 15-minute movement break, which, under the supervision of Dr Brendon Stubbs of King\u2019s College London, delivered a 21% greater uplift in mental wellbeing than a week-long retreat.<\/p>\n
\n Want to go deeper? Ask The Drum<\/p>\n
The real \u2018mental reset\u2019 doesn\u2019t need a plane ticket<\/p>\n
The research paints an unflattering picture of an industry built on instant gratification. Asics surveyed 11,000 people who had taken a wellness holiday: 67% said the trip failed to meet expectations, 32% found it more stressful than soothing due to cost and 25% cited long travel distances as anxiety-inducing.<\/p>\n
Dr Stubbs\u2019s findings instead point to consistency, not extravagance, as the true source of recovery. \u201cSmall movement breaks can boost mood and reduce stress more effectively than a wellness holiday,\u201d he said. \u201cA week away may give a short-term boost, but exercise delivers long-term benefits.\u201d<\/p>\n
Rothwell, appointed Asics\u2019s \u201cEveryday Escape Concierge,\u201d brings humor and relatability to the idea that wellness shouldn\u2019t be exclusive. \u201cWe wanted to show that the most effective way to reset your mind doesn\u2019t require money, miles or mineral water flown in from the Alps,\u201d said Al Wood, chief creative officer at Golin.<\/p>\n
From sound mind to everyday escape<\/p>\n
Gary Raucher, Asics\u2019s head of global marketing, said the campaign continues the brand\u2019s long-held mission: \u201cAt Asics, we believe you don\u2019t need to go far to leave it all behind. A simple 15-minute movement break can take your body and mind to a happier place.\u201d<\/p>\n
That ethos is literally in the name Asics, an acronym for \u2018anima sana in corpore sano,\u2019 the Latin for \u2018sound mind in a sound body.\u2019 And this time, the brand is turning science and skepticism into a lifestyle message that\u2019s as accessible as a walk around the block.<\/p>\n
Because, as Rothwell and Asics are reminding the wellness world this week, the best escape might just be the one you can take every day.<\/p>\n","protected":false},"excerpt":{"rendered":"Asics is calling time on overpriced wellness retreats and replacing them with something simpler: a 15-minute daily movement…\n","protected":false},"author":2,"featured_media":211492,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[60],"tags":[6980,97,682,259,260],"class_list":{"0":"post-211491","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-mental-health","8":"tag-creative-work","9":"tag-health","10":"tag-health-wellness","11":"tag-mental-health","12":"tag-mentalhealth"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/211491","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/comments?post=211491"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/211491\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media\/211492"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media?parent=211491"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/categories?post=211491"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/tags?post=211491"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}