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ASICS releases 'Human Nature' film with Sigourney Weaver, citing 86% of the waking day spent not moving
Our read
The film is most likely a one-season purpose campaign that lifts ASICS's wellness positioning in India without moving its numbers; follow-through on 15 Minutes to Thrive will decide whether it becomes a lasting franchise.
For operators
ASICS is using its 'Human Nature' film with Sigourney Weaver to back the 15 Minutes to Thrive initiative for World Mental Health Day, so retail teams in India can tie in-store activity and wellness messaging to the 86% of the waking day people spend not moving.
Watch
Further ASICS India announcements or event listings under the 15 Minutes to Thrive banner after World Mental Health Day
Ask next
What else has Asics done in the last three months?The report,
ASICS released the short film alongside global research involving 34,000 people across 31 countries, which found 53% of adults fail to meet activity guidelines. ASICS India's Saurabh Sharma tied it to the 15 Minutes to Thrive initiative for World Mental Health Day.
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What we verified
Checked against the other reports of this story.
- Countries surveyed: 31 — MediaBrief and ET BrandEquity agree.
- Adults missing activity guidelines: 53 per cent — MediaBrief and ET BrandEquity agree.
What to track next
- Reuse of the 86%, 53% or 56%-by-2035 statistics in ASICS retail, e-commerce or product campaigns
- Competing sportswear brands launching mental-health or movement-themed campaigns
- Reported view counts, engagement or media pickup for the Sigourney Weaver film in India
- Fresh ASICS research releases or partnerships that build on the 34,000-person, 31-country dataset
Updates
Each later report on this story, newest first. Earlier entries are never edited; a correction is a new entry.
ASICS released Sigourney Weaver-narrated documentary Human Nature on 29 September for World Mental Health Day
Reported figures
From the report. Source details below
| Projected At Risk or Endangered adults by 2035: | 56% |
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