The latest campaign from ASICS, Little Reminders, assembles the youngest-ever team of fitness influencers to inspire adults to rediscover the joys of physical movement. This campaign was born out of research that says 63% of adults exercise primarily for physical gains, while 77% of children do so for enjoyment. The study also found that 77% of adults perceive exercise as a chore, while 92% of kids ages six to 11 enjoy and look forward to the activities.
ASICS' Little Reminders campaign stars Gen Alpha fitness influencers age seven to eight, and it includes a first-of-its-kind exercise guide made by kids to encourage adults to "move for their mind." The campaign also underscores that marketing featuring adult fitness influencers inadvertently reminds people of their limitations, and Little Reminders celebrates how healthy movement feels, rather than the results people get caught up in.
Gen Alpha Fitness Influencers
ASICS' Little Reminders Inspires Adults to Make Movement Joyful
Trend Themes
1. Gen Alpha Fitness Influencers - Opportunity to reshape adult perceptions of exercise through child-led fitness influence.
2. Joyful Movement Marketing - Opportunity to shift marketing focus from physical gains to enjoyment in fitness campaigns.
3. Mindful Exercise Guides - Opportunity to introduce innovative exercise guides driven by the perspective of children.
Industry Implications
1. Fitness & Wellness - Disruptive innovation potential in reshaping adult attitudes towards exercise with child influencers.
2. Marketing & Advertising - Disruptive innovation potential in prioritizing joy over physical gains in fitness campaigns.
3. Children's Products & Services - Disruptive innovation potential in creating mindful exercise guides designed by kids.