ASICS launches its first “beauty” campaign, titled “Get the Glow,” highlighting what the brand describes as natural radiance that comes from movement. According to the campaign materials, the concept responds to a culture of filters and complex beauty routines by emphasizing the glow that people see and feel after exercising. The campaign features photos of people shortly after they have worked out, presenting their faces and skin as they appear post-exercise. Across the different outlet versions, the messaging centers on the idea that even a short period of activity can help refresh the body and mind. One description specifies that 15 minutes of movement are enough to “lift and refresh” and give a renewed look. The retailer coverage also notes that the campaign uses post-exercise portraits to capture the glow people experience after they move, aligning with the brand’s broader positioning around movement and wellbeing. The campaign is communicated through multiple international press releases dated May 12, 2026.