ASICS Presents its First Regional Women’s Retreat in Thailand
A mission to tackle exercise inequality, inspire and empower.
This September, ASICS unveiled an exclusive Regional Women's Retreat in Khao Yai, Thailand. This four-day event brought together extraordinary women from various regions, fostering the exchange of their unique experiences and insights while contributing to the development of a thriving female community centred around fitness.
In a bid to address the gender exercise gap uncovered by the ASICS State of Mind Index findings in 2022, the brand initiated its mission known as Move Every Mind (MEM) pioneered by Dr. Dee Dlugonski, Assistant Professor at the University of Kentucky and lead researcher of the MEM study, with support from Fiona Berwick, ASICS Global General Manager of Marketing Communications. An in-depth study was undertaken to gather qualitative data to comprehend the societal and environmental barriers that deter women from engaging in physical activities. The ultimate objective was to translate these insights into impactful actions.
To execute the mission to bridge the gender exercise gap and strengthen this newfound community – attendees from across SEA came together as a team to experience a plethora of activities specially curated to promote ASICS' brand philosophy "Sound Mind Sound Body."
Sunrise Run
Attendees had the chance to embrace the enchanting dawn in Khao Yai, Thailand, as they embarked on a revitalizing 5 km morning run. Dressed in the latest AW23 NAGINO™ Collection and equipped with GT-2000™ 12 shoes, this activity served as a refreshing way to kick-start the day, infusing participants with renewed energy and vitality.
‘Run Like A Woman’: Book Reading by Natalie Dau
Delving into the world of ultra-marathoner Natalie Dau as she unveiled her latest book, alongside ASICS brand ambassador Taya Rogers as co-host. Attendees gleaned lessons from her personal experiences, stories, and insights on optimising running performance, especially during menstrual cycles.
Meditation, Journaling, and Sound Healing
Facilitated by Pearlyn of Transmission Wellness from Singapore, these sessions offered participants the chance to connect with their inner selves and explore their emotions within a supportive environment.
Dance Workout and Strength Core Session
Attendees experienced interactive sessions featuring fun dance workouts and challenging core strength exercises led by Jeong Yun Lim, a special guest renowned for his role in Netflix's Physical 100.
"Move Every Mind” Focus Groups
Steered by Dr. Dee and backed by Fiona Berwick's unwavering support, this intimate gathering united a select group of participants with varying exercise levels for insightful discussions delving into their thoughts, experiences, and ideas in relation to the MEM initiative.
Shoe Customisation
An artistic endeavor that allowed participants to unleash their creativity by customising their ASICS Sportstyle sneakers using acrylic paint.
The exclusive retreat culminated with a remarkable campaign photoshoot featuring the latest AW23 NAGINO™ Collection, exemplifying diversity, women's empowerment, and unity.
Designed to help every woman discover her inner sense of tranquility, this collection is meticulously crafted to inspire women to embrace body confidence and move without hesitation. It incorporates comfortable, soft materials in gentle colours that align with the collection's overarching theme, “When she moves, she breathes.” Whether it's a jacket, a pair of shoes, tops, bras or tights, each piece is versatile and stylish, allowing for personalised layering that suits various types of workouts. After all, there's nothing better than moving with ASICS.
Stay tuned for more updates on ASICS "Move Every Mind" study.
Discover the AW23 NAGINO™ Collection available now at www.asics.com.my.
