In an era dominated by skincare hacks, beauty filters and elaborate multi-step routines, sportswear brand ASICS is encouraging people to rethink what it really means to “glow.”
Its latest global campaign, Get The Glow, flips the traditional beauty narrative on its head by showcasing something rarely seen in beauty advertising: real faces immediately after exercise.
Featuring athletes and everyday movers photographed moments after a run, workout, tennis match or walk, the campaign celebrates the natural radiance that comes from feeling good, rather than simply looking good. According to ASICS, the glow people often chase through products may actually be something much simpler.
“ASICS was founded on the belief that when you move your body, you move your mind,” says 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 campaign arrives at a time when consumers are increasingly focused on achieving radiant skin. ASICS reports that online searches for glow-related skincare terms have risen by 43% year-on-year, while conversations about achieving a glow “fast” have surged by 375%.
Yet despite spending billions on skincare products and routines, the brand argues that one of the most effective mood and confidence boosters remains completely free: movement.
Research commissioned by ASICS found that just 15 minutes of physical activity can positively impact mental wellbeing, helping people feel happier, more confident and more energised.
Professional tennis player and ASICS athlete Zeynep Sönmez believes the connection between movement and confidence is undeniable.
“I love how I feel after playing tennis and moving my body,” she says. “Sport has always been a huge part of my life. I truly believe that movement has the power to uplift you and help you glow from within.”
Why Exercise Creates a Natural Glow
Health and wellness experts have long pointed to the physical and psychological benefits of exercise. Regular movement increases blood circulation, helping deliver oxygen and nutrients throughout the body while supporting healthy skin function.
Exercise also stimulates the release of feel-good hormones such as endorphins and serotonin, which can improve mood, reduce stress and boost confidence.
For those looking to improve their wellbeing, experts recommend focusing less on perfection and more on consistency.
Try these simple ways to get your glow naturally:
- Take a brisk 15-minute walk during your lunch break.
- Join a weekly fitness class or sports club.
- Choose an activity you genuinely enjoy, whether it’s tennis, dancing, hiking or running.
- Prioritise movement as part of your self-care routine.
- Focus on how exercise makes you feel, not just how it makes you look.
At its heart, the ASICS campaign is a reminder that wellness isn’t always found in a bottle. Sometimes, the most noticeable glow comes from a body that’s moving and a mind that’s feeling its best. Because perhaps the ultimate beauty secret isn’t a product at all, it’s simply getting active.
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