# Women-Empowering Sports Ads ASICS' Her Heritage Collection is Inspired by Generations of Women By Amy Duong | Published 2020-07-16 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/her-heritage References: [youtube](https://www.youtube.com/watch?v=sRQCQwixXsE) Sportswear brand [ASICS](https://www.trendhunter.com/trends/asics-little-reminders) unveils a campaign series for its special Her Heritage collection that is designed with an [empowering message](https://www.trendhunter.com/trends/dove-and-sports-illustrated). It is inspired by long generations of strong women who push their boundaries and test their own limits. A commercial campaign shines a spotlight on Kristen Kish, a culinary expert. She explains her Korean roots, her experiences growing up, and how her upbringing has shaped who she is today, especially in the kitchen. Kish is now a successful cookbook author, a television host, and an accomplished chef. In the commercial, she celebrates her [mother's support](https://www.trendhunter.com/trends/strong-like-mom) and shaping the way that she is able to express herself through food and creating masterpieces in the culinary world. Image Credit: ASICS ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 21% | Activity: 66% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### Key Themes Behind This Trend - **Empowering Women:** Disruptive innovation opportunity: Develop products and campaigns that empower women to break boundaries and excel in their fields. - **Heritage-inspired Collections:** Disruptive innovation opportunity: Create product lines that draw inspiration from generations of strong women, connecting consumers to a rich cultural and historical narrative. - **Representation in Advertising:** Disruptive innovation opportunity: Challenge traditional advertising norms by featuring diverse and inspiring individuals who have overcome challenges and achieved success. ### Where This Applies - **Sportswear:** Disruptive innovation opportunity: Develop sportswear lines that not only prioritize performance but also showcase inclusivity, empowerment, and cultural heritage. - **Culinary:** Disruptive innovation opportunity: Create cooking products and services that celebrate cultural diversity, storytelling, and the empowering journey of individuals in the culinary world. - **Television and Media:** Disruptive innovation opportunity: Produce TV shows and media content that feature underrepresented individuals in various fields, highlighting their achievements and inspiring others. ## Related on Trend Hunter - [Honest Female Athlete Campaigns](https://www.trendhunter.com/trends/hillberg-berk1.md) - [Female-Focused Sports Initiatives](https://www.trendhunter.com/trends/led-basketball-court.md) - [Empowering Woman-Inspired Campaigns](https://www.trendhunter.com/trends/how-lovely-to-be-a-woman.md) - [Gen Alpha Fitness Influencers](https://www.trendhunter.com/trends/asics-little-reminders.md) - [Empowering Women Athlete Campaigns](https://www.trendhunter.com/trends/stay-ready.md) - [Sports Mom-Focused Footwear Campaigns](https://www.trendhunter.com/trends/sports-moms.md) - [Body-Positive Brand Campaigns](https://www.trendhunter.com/trends/doves-super-bowl-ad.md) - [Female Athlete-Fronted Luxury Campaigns](https://www.trendhunter.com/trends/coach-x-wnba-campaign.md) - [Motivational Footwear Campaigns](https://www.trendhunter.com/trends/asics-desk-break.md)