KUALA LUMPUR, Malaysia – ASICS has introduced its ‘Little Reminders’ campaign in Southeast Asia, coinciding with Global Running Month. This initiative, an adaptation of a European ASICS campaign, aims to shift the adult perception of exercise towards focusing on how movement feels rather than how it affects appearance.
The core of the campaign involves the ASICS ‘Little Reminders’, a group of children aged seven to nine from across Southeast Asia. According to ASICS, these children engage in physical activity driven purely by enjoyment. The campaign posits that while exercise is instinctive for young children, adult motivation often leans towards aesthetic outcomes, sometimes resulting in exercise routines perceived as serious or rigid.
To encourage adults to reconnect with the positive mental benefits of exercise, the ‘Little Reminders’ team has developed an exercise guide. This guide, reportedly the first of its kind created by children for adults, is designed to remind older generations to prioritize the enjoyment of movement over performance metrics. As part of the campaign, these young ambassadors are also expected to take over the social media channels of prominent exercise influencers to share their workouts, aiming to inspire more individuals to engage in physical activity for mental uplift.
Yogesh Gandhi, Managing Director of ASICS Asia, commented on the campaign’s philosophy. He stated that children move for the inherent joy of it, without pressure or specific goals. Yogesh noted a shift in adult exercise motivation, moving from an uplifting activity to one driven by statistics or external expectations, potentially causing stress. He emphasized ASICS’ brand philosophy, “Anima Sana in Corpore Sano” (a sound mind in a sound body), suggesting that movement should primarily support mental well-being. The ‘Little Reminders’ campaign is intended to reinforce the idea that moving for enjoyment is a sufficient motivation for exercise.
ASICS Malaysia’s Global Running Month Event
In Malaysia, ASICS commemorated Global Running Month and amplified the ‘Little Reminders’ message through a family-focused event. Held on Sunday, June 29, 2025, at the Perdana Botanical Garden (The Lake Garden) in Kuala Lumpur, the event invited families and children to participate in activities emphasizing movement for enjoyment. Parents, children, and fitness enthusiasts attended, with the aim of promoting an approach to activity rooted in fun rather than external pressure. Participants were introduced to the exercise guide developed by the children, which offers a perspective on movement that prioritizes how it makes one feel.
Boon Tib Soom Nik, Country Manager of ASICS Malaysia, shared his observations regarding the local event. He stated that ASICS Malaysia believes movement should be driven by joy, aligning with the ‘Little Reminders’ campaign. Boon Tib mentioned that witnessing families and children rediscover the enjoyment of exercise was inspiring, reinforcing the idea that fitness contributes to feeling good rather than solely to appearance.
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The event at Perdana Botanical Garden included the ‘Little Reminders Workout,’ where participants were encouraged to engage playfully with exercise routines. The activities culminated in a 3km Fun Run, where families participated without an emphasis on speed, aiming to highlight the enjoyment of shared movement.
Adilla Noraidillina Adilla J.Sam, a former national cyclist and mother of a three-year-old, provided a testimonial regarding her experience. She indicated that the ‘Little Reminders Workout’ altered her and her child’s approach to exercise, shifting focus from technique or goals to ease and excitement. She noted that her child enjoyed the activities, and she personally found greater enjoyment in working out by letting go of expectations.
Individuals interested in ASICS’ fitness initiatives can join the OneASICS membership program for benefits and insights. The ‘Little Reminders’ workout guide is also available online. The concept campaign for ‘Little Reminders’ was developed by Golin EMEA.
