In anticipation of World Mental Health Day (mark your calendars for October 10th), ASICS is getting ahead by teaming up with Brian Cox—one of our favorite Kith ambassadors—for a project that encourages employees to step away from their desks and get moving. The goal is to promote better mental health in the workplace. The tone of this campaign, conveyed through a short film, is highly ironic, and the message is based on global research showing that just 15 minutes of physical exercise can help reverse the negative effects of desk work. Let’s take a closer look.

The ASICS Experiment

The study conducted by State of Mind on behalf of ASICS—from November 17 to December 21, 2023—confirmed that people who spend four uninterrupted hours at their desk see their stress levels increase by 18%. Enter the “Desk Break” experiment, overseen by Dr. Brendon Stubbs, which reveals that even just 15 minutes of physical activity can significantly change things when it comes to work-related stress levels. This short burst of movement can improve mental well-being by 22.5%.

Back to the campaign launch: Brian Cox plays the “worst boss in the world,” with the desk itself embodying all the threats to workplace mental health. What rescues employees from the abyss of work stress? A brief session of physical activity during work hours. No Wellness Wednesday and no free fruit: just ASICS on your feet and 15 minutes of exercise. It’s a different perspective on a topic that is complicated for many of us. Ironic and straight to the point, thanks to the simplicity of the message and Brian Cox’s talent.