A sixty second film with the music in the wrong place
On 7 January 2026 ASICS launches the current instalment of "Move Your Body, Move Your Mind", built around a re-recorded version of The Beach Boys' "Good Vibrations", written by Brian Wilson and Mike Love.1,2 The hero film runs sixty seconds and follows an office worker whose run through the city lifts her mood, returning her, in the publisher's description, "uplifted and refreshed".2
The device is where the song sits. It plays inside her head rather than over the picture, so the lift is attached to the running rather than to the soundtrack or to the shoe. The line the agency wrote for it states the idea directly: "You don't need headphones to cancel the noise or a filter to see the world in a better light."3 A second film applies the same structure to tennis, with the ASICS athletes Lorenzo Musetti and Belinda Bencic.4
The work is by AGIT8, an independent creative agency.3,5 It runs across digital, social, broadcast and retail in key markets worldwide, supported by community activations, and is tied to a product launch, the GEL-NIMBUS 28.6
The claim underneath it
ASICS attaches the campaign to the sentence in its own name. Gary Raucher, its Global Head of Marketing, puts it that way in the release: "For over 75 years, ASICS has been committed to helping more people move so they can feel better. This campaign brings our founding principle to life in a way that inspires everyone to experience the uplifting power of movement, because when you move your body, you move your mind."6
The supporting claim, that even fifteen minutes of exercise can lift mental state, is carried in both releases without a study cited.1,6 It matches the threshold ASICS' own State of Mind Index identified in 2022 at fifteen minutes and nine seconds.7 The figure is four years old and is used here as a premise rather than as a finding.
Source: ASICS Youtube
New, in its second year
Both January 2026 releases describe the work as the company's "new global brand campaign".1,6 The platform launched a year earlier. "Move Your Body, Move Your Mind" first ran in mid January 2025, also by AGIT8, shot in Tokyo and tied to the GEL-NIMBUS 27.8 The 2026 wave is the second execution of the same line.
The company describes it differently in the trade press the same week. Speaking to Marketing Week, Raucher says that "the strongest brands are the ones that are masters in consistency", that ASICS starts "every year with exactly the same brief of how are we going to bring our sound mind, sound body story to life", and that the campaign is "the latest execution of the same story".9 He adds: "It might change our tactic, but it doesn't change our strategy."9
Within seven days the same platform is presented as new in the press releases and as unchanged in the interview.
What the agency says it is doing
Gerry Human, Executive Creative Director at AGIT8, gives the reasoning for the track in 2026: "It's impossible not to feel good when you hear this classic Beach Boys track, just like the feeling you get when you move in ASICS."5 He framed the platform's founding idea a year earlier against the category: "Most sports brands make you feel like you need to run a marathon or break a record to be a winner. But this campaign flips that idea on its head."8
The films carry that out. Neither the running nor the tennis execution shows a race, a finish time or a result. The subject of both is the state the person is in afterwards, which is the territory the company has been measuring since 2021.
What is not published
Several things are absent from the record. The spend is not disclosed. No media agency is named. No director or production company is credited for the 2026 films, and the agency's own case page carries no credits list. Universal Music Publishing confirms a re-recording exists but does not name who performed it, and it is not stated whether the deal covers the composition only or the master.2 The market list is given as "key markets worldwide" and nowhere itemised.6
What is published is the argument, and it has not moved since January 2021. The film is the delivery mechanism, the song is borrowed, and the claim belongs to the acronym.
Written with AI assistance, edited by a human. Find out more about our Use of AI.
1. ASICS Corporation, "ASICS Launches Global 'Move Your Body, Move Your Mind' Campaign Featuring 'Good Vibrations' by The Beach Boys", 7 January 2026, Kobe, for the launch date, the re-recorded Beach Boys track, the framing as a new global brand campaign, the link to the founding acronym and the fifteen minute claim carried without a study cited. https://corp.asics.com/en/press/article/asics-launches-global-'move-your-body-move-your-mind'-campaign-featuring-'good-vibrations'-by-the-beach-boys
2. Universal Music Publishing, "The Beach Boys' Good Vibrations for new ASICS campaign", published 14 January 2026, as the publisher of record for the composition, for the writing credits to Brian Wilson and Mike Love, the sixty second hero film, and the description of the office worker returning uplifted and refreshed. The performer of the re-recording is not named. https://www.umusicpub.com/uk/FilmAndTv/2026/The-Beach-Boys-Good-Vibrations-for-new-ASICS-campaign.aspx
3. AGIT8, ASICS "Move Your Body, Move Your Mind" case page, agency self-published, for the agency credit and for the quoted campaign line on headphones and filters. https://www.agit8.com/asics-move-your-body-move-your-mind
4. Sporting Goods Intelligence Europe, "ASICS launches global Move Your Body, Move Your Mind campaign", January 2026, off whitelist and used for corroboration only, for the tennis film featuring the ASICS athletes Lorenzo Musetti and Belinda Bencic. https://www.sgieurope.com/brands/asics-launches-global-move-your-body-move-your-mind-campaign/118873.article
5. Creative Boom, "ASICS taps Good Vibrations for global campaign celebrating the mental lift of movement", 13 January 2026, off whitelist and used for corroboration only, for the AGIT8 credit, the device of the song playing inside the runner's head, and the 2026 quotation from Gerry Human. His title is given as Executive Creative Director, following LBB and Marketing Beat, because Creative Boom renders it differently. https://www.creativeboom.com/inspiration/asics-taps-good-vibrations-for-global-campaign-celebrating-the-mental-lift-of-movement/
6. ASICS Corporation, "ASICS Launches Global 'Move Your Body, Move Your Mind' Campaign and Unveils The New GEL-NIMBUS 28 Shoe", 7 January 2026, for the quotation from Gary Raucher, Global Head of Marketing, the channel list of digital, social, broadcast and retail in key markets worldwide with community activations, the GEL-NIMBUS 28 tie-in and the fifteen minute claim. https://corp.asics.com/en/press/article/asics-launches-global-'move-your-body-move-your-mind'-campaign-and-unveils-the-new-gel-nimbustm-28-shoe
7. Marketing Week, Amrit Virdi, "Asics on why strong brands are 'masters in consistency'", 13 January 2026, for the quotations from Gary Raucher on consistency, on starting every year with the same brief, on the campaign being the latest execution of the same story, and on tactics changing while strategy does not. https://www.marketingweek.com/asics-marketing-board-community/
8. ASICS Corporation, "ASICS State of Mind Index proves positive impact of movement on world's mental health", 13 April 2022, for the fifteen minutes and nine seconds threshold that the 2026 campaign claim rests on. https://corp.asics.com/en/press/article/asics-state-of-mind-index-proves-positive-impact-of-movement-on-world's-mental-health
9. LBBOnline, "ASICS offers a refreshingly Zen approach to move minds in latest campaign", 14 January 2025, off whitelist and used for corroboration only, for the first wave of the platform in mid January 2025, the AGIT8 credit, the Tokyo shoot, the GEL-NIMBUS 27 tie-in and the 2025 quotation from Gerry Human, Executive Creative Director, AGIT8. https://lbbonline.com/news/asics-offers-a-refreshingly-zen-approach-to-move-minds-in-latest-campaign
