In a beauty culture dominated by filters, flawless complexions and complicated skincare routines, ASICS is taking a different approach. The global sportswear brand has unveiled its latest campaign, Get the Glow, highlighting movement as the original and most authentic way to achieve a natural glow.
Instead of promoting expensive serums or lengthy beauty rituals, the campaign focuses on something much simpler — just 15 minutes of movement to boost mood, confidence and overall wellbeing.
ASICS Wants to Redefine What “Glow” Really Means
The Get the Glow campaign features well-known beauty creators including Mia Mauge, Mandy Likes, Hannah London and Kirsty Elizabeth.
Rather than showcasing makeup tutorials or skincare products, the creators appear fresh from walks, workouts and runs, embracing the visible post-exercise glow that comes naturally from movement.
According to ASICS, the campaign is designed to remind people that glow is not something applied externally, but something that comes from feeling mentally uplifted and energised through exercise.
The Pressure to Achieve “Perfect” Skin Is Growing
The campaign arrives as online conversations around glowing skin continue to rise rapidly. ASICS revealed that searches for glow-related skincare terms have increased by 43% year-on-year, while conversations about achieving glow “fast” have surged by 375%.
At the same time, beauty routines are becoming increasingly time-consuming. Research cited by ASICS found that women spend an average of 22 minutes every day on skincare — equating to more than 136 hours annually. Meanwhile, the global skincare industry is now worth an estimated $162 billion.
The brand also highlighted that 74% of women now follow multi-step skincare routines both morning and night, reflecting the growing pressure to maintain a flawless appearance online and offline.
Movement and Mental Wellbeing Go Hand in Hand
ASICS has long promoted the connection between physical movement and mental wellbeing. The company’s name itself originates from the Latin phrase Anima Sana In Corpore Sano, meaning “a sound mind in a sound body.”
The sportswear giant says that research shows just 15 minutes of movement can help positively impact mood and mental wellbeing, helping people feel brighter, more confident and more positive overall.
Speaking about the campaign, content creator Mia Mauge explained how movement transformed her own mental health.
“The post-movement glow is more than skin-deep; it’s an inner glow that represents the joy of moving and feeling good from the inside out.”
Mauge also hopes the campaign inspires older women to embrace movement regardless of age or fitness level.
ASICS Partners With Mind for Mental Health Awareness
As part of the campaign, ASICS is also supporting the UK mental health charity Mind. For every social media post shared using the hashtag #ASICSGetTheGlow, money will be raised for the organisation.
ASICS and Mind have been working together since 2021 to promote positive mental wellbeing through physical activity within local communities.
Gary Raucher, Global Head of Marketing at ASICS, said the campaign is about celebrating something authentic in a world increasingly driven by unrealistic beauty standards.
“Long before the beauty industry was bottling glow, people were achieving it naturally through movement.”
Why the “Post-Workout Glow” Trend Is Resonating
The campaign taps into a wider shift happening across both the beauty and wellness industries. Consumers are increasingly prioritising wellbeing, mindfulness and authenticity over perfection-driven aesthetics.
The visible post-workout glow — often associated with increased blood flow, elevated mood and reduced stress — has become a growing trend on platforms like TikTok and Instagram, where users are embracing more realistic, less filtered beauty content.
ASICS’ campaign positions exercise not just as a fitness activity, but as an accessible form of self-care that benefits both body and mind.
For more information about the campaign, visit the official ASICS Get the Glow page
