Asics has unveiled a new campaign issuing a “conservation warning” for movement, ahead of World Mental Health Day.

The campaign comes as global research highlights that respondents are spend 86 per cent of their waking day not moving. The research, which surveyed 34,000 people across 31 countries, showed that 53 per cent of adults fail to meet the recommended physical activity guidelines.

Titled ‘Human Nature’, the marketing drive features a nature documentary narrated by American actress Sigourney Weaver. The film showcases how modern day habitats are changing the way humanity moves.

Gary Raucher, global head of marketing, ASICS, said: “For more than 75 years, ASICS has been guided by the belief that movement transforms not just the body, but also the mind. It’s why we’re called ASICS. Our name comes from the Latin phrase Anima Sana In Corpore Sano – a Sound Mind in a Sound Body.

“Today, as modern life quietly designs movement out of everyday life, we believe it’s more important than ever to remind people of the power of movement. We hope to inspire people everywhere to move for just 15 minutes, because even small amounts of movement can make a meaningful difference to both body and mind.”

ASICS worked with experts to develop the ‘Movement Conservation Status4’, which classifies movement levels as Endangered, At Risk or Active.

According to the findings, 23 per cent of respondents movement levels were classified as Endangered, doing less than 30 minutes of exercise each week. The retailer believes that by 2035, the proportion of adults with movement levels classified as At Risk or Endangered could rise to between 53 to 56 per cent.

The study showed that 57 per cent of 18 to 24 year olds failed to meet the recommended activity levels, with 92 per cent reporting experiencing negative consequences as a result such as low mood, increased stress and poor sleep.

It highlights that modern convenience may be designing movement out of everyday life.

ASICS highlights that 15 minutes of movement a day can help.

David Raichlen, professor of biology and anthropology at the University of Southern California, said: “We’ve built a world that makes movement optional. We can work, shop, socialise and be entertained without ever really moving – and while that’s convenient, our bodies and minds still depend on regular movement to stay healthy.

“The findings are a reminder that movement isn’t an added extra; it’s fundamental to how we feel, think and function. The encouraging thing is that it doesn’t take much to change: small, achievable moments of activity can make a real difference, and the challenge is to simply build them back into the world we live in now.”

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