Andy Devaney
ASICS has decided the beauty industry’s pursuit of “glow” could do with a decent pair of trainers, a bit of fresh air, and considerably fewer bottles lined up on the bathroom shelf.
The brand has launched Get The Glow, a new campaign built around a simple idea: the most convincing glow is not painted on, filtered, buffed, layered or bottled. It is the one that appears after movement, when the blood is up, the shoulders have dropped, and the face looks as though the mind has just remembered where it left its confidence.
In a culture where glowing skin has become a full-time administrative burden, ASICS is putting forward an older, cheaper and rather more human alternative: move your body, lift your mind, and let your face catch up.
A Beauty Campaign With No Filters And No Fuss
The Get The Glow campaign features real post-exercise faces, including ASICS athletes and everyday movers, photographed moments after a run, walk, workout, match or game.
No filter. No “glass skin” wizardry. No 12-step routine requiring the patience of a tax accountant and the disposable income of a duchess.
The images are designed to capture that familiar post-movement look: brighter expression, lifted mood, looser jaw, sharper eyes. It is less “I have been airbrushed into a waxwork” and more “I’ve just done something useful for myself.”
And that is the point. ASICS is reframing glow not as a cosmetic finish, but as a visible side-effect of feeling better.
The Glow Economy Has Gone Into Overdrive
The campaign arrives at a time when the global appetite for glow has become, frankly, a bit athletic in itself.
According to figures cited by ASICS, online searches for glow-related skin terms have increased by 43% year on year, while social conversations around achieving glow “fast” have jumped by 375%.
Women now spend an average of 22 minutes a day on skincare, which adds up to more than 136 hours a year. The global skincare market has reached $162 billion, while 74% of women reportedly use multi-step morning and evening skincare routines.
That is a lot of time, cash and counter space in pursuit of something ASICS argues can also begin with 15 minutes of movement.
Movement As The Original Mind-Body Boost
This is not ASICS pretending skincare does not exist. Nor is it suggesting a brisk walk can replace SPF, sleep or a decent moisturiser. That would be nonsense, and nonsense rarely survives first contact with a mirror.
Instead, the brand is making a broader wellbeing argument: that movement can shift mood, confidence and mental state in a way that shows physically.
Research from ASICS suggests that just 15 minutes of movement can help lift mood and positively affect mental wellbeing, helping people feel brighter, more confident and more positive.
For a company whose name is rooted in the idea of a sound mind in a sound body, this is not a random detour into beauty. It is ASICS returning to home soil, only this time through the lens of glow culture.
ASICS On Why Glow Starts Inside
Gary Raucher, Global Head of Marketing at ASICS, said: “ASICS was founded on the belief that when you move your body, you move your mind. 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.”
It is a neat line because it lands on something many people already know but often forget. After a run, a gym session, a tennis match or even a determined walk around the block, the face changes. Not because it has been perfected, but because the person behind it has been recalibrated.
Zeynep Sönmez Adds Athlete Weight To The Message
The campaign also features professional tennis player Zeynep Sönmez, who brings the sort of lived-in sporting credibility that cannot be squeezed from a tube.
Zeynep Sönmez, Professional Tennis Player at ASICS said: “I love how I feel after playing tennis and moving my body. Sport has always been a huge part of my life, and I’ve been drawn to tennis ever since I was a child. I’m so excited to work with ASICS on this initiative because I truly believe that movement has the power to uplift you and help you glow from within. I’m passionate about sharing that message and inspiring others to experience it for themselves.”
Her message is direct: sport is not only about performance, ranking points or the tyranny of the scoreboard. It is also about how movement alters the internal weather.
Why The Campaign Works
The clever bit here is that ASICS has not tried to muscle into beauty by pretending to be a beauty brand.
Instead, it has found the overlap between fitness, mental wellbeing and self-image. That space is increasingly important, particularly as people grow tired of being sold perfection in tiny jars with enormous price tags.
The Get The Glow campaign works because it feels grounded. It does not claim movement is magic. It simply argues that moving can make people feel better, and that feeling better often shows up on the face before any highlighter gets a look in.
The Verdict
ASICS has taken a beauty phrase that has been polished half to death and given it a pulse again.
Get The Glow is not about chasing flawlessness. It is about the honest, slightly sweaty brightness that arrives after the body has done what it was built to do.
In a world obsessed with instant radiance, ASICS is making the case for something refreshingly old-fashioned: lace up, step out, move a little, and let the glow arrive under its own steam.