ASICS’ latest campaign is a celebration of all kinds of exercise

The antithesis of “no pain, no gain.”

It’s no secret that regular exercise boasts all kinds of physical benefits. Whether you’re enjoying it or not, gritting your teeth through a sweat session will help build muscle, improve sleep and boost energy. But when you do something you enjoy, be it yoga classes, ocean swims or leisurely weekend walks, the mood-boosting effects can be transformative.

The antithesis of ‘no pain, no gain,’ Japanese sportswear icon ASICS was founded on the latin mantra ‘anima sana in corpore sano’, meaning ‘a sound mind in a sound body’. Celebrating comfort, creativity and the uplifting powers of exercise, it’s the slogan at the centre of the brand’s latest launch – a campaign that taps into the movement rituals of three Australian creatives.

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From camping to making art, each person has found a regular physical output that brings joy, the polar opposite of gritting your teeth through a gruelling or4 intensive workout. With a focus on ASICS’ ever-popular Sportstyle sneakers like the GEL-QUANTUM 360 I, GEL-KAYANO 12.1 and GEL-NIMBUS 10.1, the campaign captures “that feeling you get even with the lightest of movement”.

For model and musician Shuko Kalimba, movement is deeply intertwined in his creative practice. “I have so much passion for music and dance,” he explains. “I’ve always thought of them as languages that can be understood without precedent. They’re a raw form of communication.”

Known for his dynamic drum patterns and high-speed dance beats, Shuko “always visualises how a body might respond to the sounds” when he’s making tracks. “The music I compose is always percussive in some way… [There’s this] laser focus that takes over me [and] makes the rest of the world fade to black.”

Based in Sydney, Jackie Pettitt’s exercise ritual looks a little different. A content creator and Mum to a three-year-old boy, Jackie finds camping clears her head in a way nothing else can. “I’ve always loved being outdoors and in nature. I went on a high school hiking trip to New Zealand and it was one of my most memorable trips,” she says. “I love the way camping forces you to take that break, breathe in fresh air and spend quality time with your favourite people.”

For Jackie, comfort is essential, which is why the GEL-KAYANO 12.1 are perfect fit for both her camping trips and the everyday juggle of working while parenting a toddler. In those moments where Jackie can’t get away, she finds time to ground herself through a long walk, or by kicking a football at the park with her toddler.

Jessie Massoud, an architecture student and artist, finds focus and clarity through painting. “I love being able to zone out of life and into the task I’m doing,” she says. “When I concentrate on my craft, feeling the brush stroke on paper or the surface of the wood I’m cutting, it stops my brain in a meditative way.”

Balancing study and her own creative practices, Jessie’s full schedule demands constant movement and the right shoes to match. “I’m always in sneakers to get around because they’re comfortable and give me confidence. ASICS are the epitome of a functional and cute shoe.”

Explore the ASICS Sportstyle collection here.