ASICS took on sports brand giants like Nike and Adidas, aiming to conquer the specialised sports market in the UK. They defied expectations by forging an authentic connection with British athletes. Shattering the obsession with before-and-after transformations, ASICS enlisted influencers who showcased happiness over visible body changes. Through teasers, reveals, and a powerful roundtable, they sparked a conversation on social media's impact and embraced body positivity. With Meta's help, the campaign reached beyond platforms, inspiring thousands to engage in discussions on mental health and body image. ASICS gained significant brand awareness, fuelling their quest to become Europe's preferred sports brand.