Asics has unveiled a new campaign which puts the spotlight on trail running.
Devised by creative agency AGIT8, the marketing drive highlights that trail running is “tough” but that is exactly why people love it.
Part of the retailer’s ‘Sound Mind, Sound Body’ brand platform, the campaign follows runners as they traverse steep inclines and descents and deal with mud and unpredictable terrain. It is soundtracked to The Beach Boy’s ‘Good Vibrations’.
This comes as trail running increases in popularity. The Sports and Fitness Industry Association’s 2025 Topline Report showed that in 2024 participation levels grew by 1.3 million people in the US.
Alistair Foster, global marketing director (performance running) at ASICS said: “For our latest global trail campaign, we wanted to create something that felt true to the trail community, while bringing a distinctly ASICS perspective.
“Pairing the rawness of the trail with ‘Good Vibrations’ captures that unexpected joy you find when you push yourself outdoors – and the lift it gives both body and mind.”
Gerry Human, founder and creative director at AGIT8, added: “Trail runners actively seek out the hard stuff – mud, mountains, brutal climbs – because that’s where the fun is. We wanted the work to feel the same: no gloss, no gimmicks, just awesome shoes, tough trails, and the joy of getting stuck in.”
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