Asics launches trail running campaign
Asics has launched a global marketing campaign focusing on the toughness and joy of trail running, created with agency AGIT8 and soundtracked by The Beach
Asics has unveiled a new global marketing campaign for its trail running products. The initiative, created by the creative agency AGIT8, highlights the challenging nature of the sport, much like checking the latest fixtures reveals the tough schedule a team must face.
The campaign is part of the brand's established 'Sound Mind, Sound Body' platform. It features runners navigating difficult terrain including steep climbs, descents, and mud. The footage is set to The Beach Boys' song 'Good Vibrations'.
This marketing push coincides with a reported increase in trail running's popularity. According to the Sports and Fitness Industry Association's 2025 Topline Report, participation in the United States grew by 1.3 million people in 2024, a growth spurt that would be notable on any stats page.
Campaign Vision and Execution
Alistair Foster, the global marketing director for performance running at Asics, explained the campaign's goal. He said the brand wanted to create something authentic to the trail community while offering a distinct Asics viewpoint.
"Pairing the rawness of the trail with 'Good Vibrations' captures that unexpected joy you find when you push yourself outdoors," Foster stated. He added that the campaign aimed to show the lift it provides for both body and mind.
Gerry Human, founder and creative director at AGIT8, provided the creative perspective. He noted that trail runners actively seek out difficult conditions like mud, mountains, and brutal climbs because that is where they find enjoyment.
"We wanted the work to feel the same: no gloss, no gimmicks, just awesome shoes, tough trails, and the joy of getting stuck in," Human said.
The campaign does not announce new shoe models or specific product releases. It functions as a brand-building exercise focused on the emotional and physical experience of the sport. The creative work positions Asics footwear as the equipment for embracing that challenge.
Asics continues to leverage its long-standing brand philosophy through this campaign. The focus remains on the connection between physical activity and mental well-being, applied here to the trail running discipline. The campaign material showcases the shoes in action on demanding trails without additional promotional gloss.
