Inside Asics’s plans to market mindfulness to South East Asia

Japanese brand Asics has long been campaigning for a ‘sound mind in a sound body.’ Here is how it is evolving its mindfulness message for the South East Asian market.
In key APAC markets, Asics is featuring five promising sporting personalities and celebrities, showcasing what goes into their hearts and minds as they champion the ‘Live Uplifted’ philosophy. Gabriel Yap, regional marketing director at Asics Asia Pte, explains: “The current campaign ... reminds audien