Sports brand Asics has signed up children to be the newest generation of fitness influencers as part of its latest campaign looking to get adults thinking back to a time when exercise was fun.
The ‘Little Reminders’ campaign has been created by the brand following research it carried out which revealed that 63% admit their main reason for exercising is for physical gain. More than three-quarters (77%) of children say they exercise for fun.
Featuring young influencers Tillie, Hiba, Joash, Imuujin and Henry, the campaign sees the kids take over the channels of major exercise influencers with their own workouts.
It is also accompanied by a guide made by the children to remind adults to enjoy movement for enjoyment and not just performance.
Given that 82% of adults who responded to the survey said they didn’t have negative feelings towards exercise when they were younger, and 31% said they want to feel like that again, Asics hopes the campaign can get grown ups donning their trainers for play as well as gains…
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“In an overly serious sports culture, exercise influencers can demotivate the average person. Seeing someone doing 1,000 pull ups on Insta just reminds most people of what they can’t do. By positioning children as exercise influencers, we hope to disrupt this world a little – bringing the joy back and reminding everyone how movement used to make us feel,” said Golin executive creative director Alex Wood.
Asics EMEA EVP Gary Raucher added: “Children aged five to seven are at their peak activity levels, and their primary motivation to exercise is to feel good.
“Sadly, as we get older the focus of exercise is all too often on physical gain and performance. So instead of exercise being a way to release pressure and help people feel better, the exercise world often adds to the pressure.”
He continued: “We hope that our new Little Remainder recruits can help remind us all of the real power of exercise and encourage us to move for our minds, not just our bodies.”
