ASICS Upliftford 

What We Were Proving.

Exercising with ASICS uplifts the mind as well as the body.

Proof Platform.

A unique experiment to prove that moving with ASICS could lift the mood of an entire town.

How We Proved It.

We pinpointed the home of the UK’s lowest mood rating; the sleepy Nottinghamshire town of Retford, which had a mediocre State of Mind score of just 56 out of 100, and invited its residents to join a unique experiment that would lift their minds and bodies. 

We changed Retford to ‘Upliftford’ and transformed 1.5 miles of road into an activity route, turning lamp posts into goal posts, benches into bench presses and bus stops into bus steps.

We then measured the impact of moving with ASICS on Retford residents’ using facial mapping technology and self-reported data on the ASICS Mind Uplifter app. 

The Proof.Through the ASICS Mind Uplifter, we saw a massive 27% Mind Uplift, with the town’s State of Mind score increasing from 56 to 71 out of 100.

The Upliftford experiment had a profound impact on brand preference, with purchase intent for ASICS running shoes increasing 79% after being exposed to the campaign in the UK (Source: MeMo2 Crossmediatracker – Retford uplift study).

“We’re so proud of the ASICS Upliftford campaign and the incredible transformation we achieved in Retford. Not only did the experiment prove that movement can really uplift minds, the reach of the campaign and impact on market share and purchasing intent exceeded our expectations.”

Caroline Fisher, Communications Director, ASICS EMEA