ASICS is strengthening its positioning around mental health at the Schneider Electric Marathon de Paris (April 12), launching a comprehensive campaign and a series of on-ground activations aimed at supporting runners beyond physical performance.
In an edition marked by a record number of first-time participants—nearly 49%—the Japanese brand is positioning itself as a “mental ally” for runners. The initiative aligns closely with ASICS’ long-standing philosophy, “Anima Sana In Corpore Sano” (a sound mind in a sound body).
The campaign is built around an omnichannel strategy spanning TV, digital platforms, and outdoor advertising. It focuses on the emotional journey of marathon running, highlighting key moments such as preparation, self-doubt, endurance, and achievement.
On-site activations and community engagement
At the event’s Run Experience, ASICS will host a conference dedicated to mental health, featuring marathon runner Caroline Branaa and the organization Nightline. An interactive space will also allow participants to share their personal motivations for running.
Beyond the expo, ASICS is supporting runners throughout the entire race journey:
- A solidarity-focused shake-out run will take place the day before the race
- On race day, motivational messages will be broadcast at the старт line
- Dedicated support zones will be installed along the course, particularly in the final kilometers
- Elite athletes will act as pacers to guide participants
As the leading running brand in France, ASICS continues to expand its strategy beyond product performance, investing in the emotional and societal dimensions of sport—particularly at a time when mental well-being is becoming central to the running experience.