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Asics & Swell: Audio to get people moving


To celebrate Global Running Day, ASICS commissioned our founder Brian d'Souza to create a song to soundtrack a poem by Charly Cox on motivating people to get moving, for the good of their mental as well as physical health.

In a world filled with constant distractions and challenges, finding inspiration to stay active and positive can be a game-changer. ASICS, the renowned athletic brand, has taken a creative approach to uplift and motivate individuals through a captivating campaign that combines poetry, movement, and a dash of artistic flair.

According to research conducted by the brand, many are moving less and less and feeling worse for it – especially women and younger people. People often use audio to motivate them to move - whether energetic playlists or inspirational words, listening prior to and during exercise can increase motivation and effort.

So, to help the world get a mental uplift through movement, ASICS took this to the next level by creating the first soundscape audio track designed to move people.

Over the past few months, the ASICS team have asked people to share how moving makes them feel. Through the partnership with acclaimed poet Charly Cox and producer & Swell founder Auntie Flo (Brian d'Souza), ASICS created a multi-dimensional experience that transcends traditional advertising to encourage people to discover the joy of movement and embrace a more active lifestyle. The heartfelt and inspiring poem has been published as part of the Nothing Feels Better campaign.

The composition is available on all streaming services (listen on Spotify). Throughout the month of June, every listen of the poem on Spotify will raise £5 for the mental health charity Mind.

Brian d’Souza, aka Auntie Flo, said;

The challenge in this day and age is trying to get people outdoors and moving. Exercise is so vital for not only our physical health but our mental health too, so it’s been great to work with ASICS and Charly to create something that can actually inspire people to get out there. Putting the words to music with a frequency specifically designed to boost endorphins and chord progressions to uplift listeners, was a great challenge – I can’t wait to hear what people think of it.

Poetry can be a catalyst for change, with its unique ability to touch hearts, evoke emotions, and spur action. Music has a similar impact and research shows us that. By utilizing the art of storytelling and the power of sound, ASICS has crafted a campaign with words, visuals, and sounds that convey a message of resilience, self-belief, and the transformative power of movement.

The campaign has resonated with audiences across various platforms, garnering significant attention and positive feedback. Through its thought-provoking words and captivating visuals, Nothing Feels Better strikes a chord with individuals who seek motivation and inspiration in their daily lives.