ASICS Debuts Beauty Campaign Featuring Post-Exercise Faces to Show the Glow That Comes From Within
SPORTS
Professional tennis player Zeynep Sönmez shows her natural post-exercise glow in ASICS' new Get The Glow campaign.
ASICS unveiled the first beauty campaign to feature post-exercise faces, launching a counter-narrative to filter culture and complex skincare routines. In a world of filters, flawless skin, and increasingly complex routines, ASICS is highlighting the original way to get the glow: movement that lifts and refreshes body and mind. No filters, no expensive skincare, no complicated routines. Just glow, powered by movement.
Campaign Features and Authentic Representation
Get The Glow features individuals, including ASICS athletes, photographed moments after a run, walk, game, or workout. Expressions brighter. Confidence lifted. Each image captures the glow felt when the body moves and the mind lifts. Professional tennis player Zeynep Sönmez appears in the campaign, representing authentic post-exercise transformation rather than manufactured beauty standards.
The campaign launches as the global demand for glow intensifies. Online searches for glow-related skin terms have increased by 43 percent year on year, while social conversations about achieving glow fast have jumped by 375 percent, highlighting growing pressure to look radiant instantly.
Consumer Behavior and Market Context
Consumers are spending more time and money than ever in pursuit of glow. Women spend an average of 22 minutes a day on skincare, more than 136 hours a year, and the global skincare market has reached $162 billion. Routines are also becoming increasingly complex, with 74 percent of women having multi-step morning and evening skincare routines.
The time investment represents a significant opportunity cost where the same 22 daily minutes could be redirected toward movement-based wellness that delivers mental health benefits alongside physical appearance improvements. The $162 billion market size reflects substantial consumer spending on external solutions to achieve results that ASICS positions as achievable through free, accessible movement.
Research-Backed Movement Benefits
ASICS believes the original way to get the glow is through movement. Because glow is not something you apply, it's something you feel. A visible marker of how movement transforms the mind. Because when you feel better, it shows.
Research from ASICS shows that just 15 minutes of movement can help lift mood and positively impact mental wellbeing, helping people feel brighter, more confident, and more positive. Results of ASICS' Uplifting Minds Study involving thousands of participants from across the globe and overseen by Dr. Brendon Stubbs from King's College London show it takes 15:09 minutes of physical activity to start to lift mental state.
Brand Philosophy and Strategic Messaging
"ASICS was founded on the belief that when you move your body, you move your mind," said Gary Raucher, Global Head of Marketing at ASICS. "Long before the beauty industry was bottling glow, people were achieving it naturally through movement. In a culture where glow is often manufactured, we want to spotlight something real. The most meaningful glow starts on the inside through movement."
The positioning reframes beauty as an output of wellness rather than a manufactured aesthetic, aligning with broader cultural shifts toward authenticity and mental health awareness. The emphasis on internal transformation addresses growing consumer skepticism toward superficial beauty standards and filter-driven social media culture.
Athlete Perspective and Personal Connection
"I love how I feel after playing tennis and moving my body," said Zeynep Sönmez, Professional Tennis Player at ASICS. "Sport has always been a huge part of my life, and I've been drawn to tennis ever since I was a child. I'm so excited to work with ASICS on this initiative because I truly believe that movement has the power to uplift you and help you glow from within. I'm passionate about sharing that message and inspiring others to experience it for themselves."
The athlete testimonial provides first-person validation of the mind-body connection central to the campaign messaging, while Sönmez's emphasis on feeling rather than appearance reinforces the campaign's wellness positioning over pure aesthetics.
Campaign Objectives and Cultural Positioning
By spotlighting real post-exercise faces, ASICS is encouraging people everywhere to get the glow through movement, not as a beauty shortcut, but as a simple, accessible step to support positive mental wellbeing. The campaign challenges the beauty industry's complexity and expense by offering an alternative pathway to the same desired outcome through accessible physical activity.
The unfiltered photography approach directly confronts social media filter culture that creates unrealistic beauty standards, while the emphasis on mental wellbeing positions exercise as holistic self-care rather than purely physical transformation. The 15-minute threshold makes the recommendation achievable within daily schedules, removing barriers to adoption.
About ASICS
ASICS operates as a global athletic brand founded on the principle that movement of the body creates movement of the mind. The company's research-backed approach to wellness integrates physical activity with mental health benefits, supporting the belief that when you feel better, it shows.