Paris, Bouge Ton Esprit (Paris, Move Your Mind)

The ‘Paris, bouge ton esprit’ campaign successfully drove positive behaviour change among Parisians by reframing exercise as an accessible, inclusive tool for mental well-being rather than a competitive pursuit. Through strategic activations ASICS, in partnership with the Ville de Paris, addressed key psychological barriers to movement – such as fear of judgement, lack of motivation and stress – encouraging more people to engage in physical activity.

Initiatives like ‘Mind Runs’ provided structured, supportive environments where participants could experience the emotional benefits of movement, while events like the ‘Festival of Running’ celebrated participation over performance. The introduction of the world’s first ‘starting ribbon’ further reinforced the message that simply showing up to move was an achievement in itself. By making exercise feel less intimidating and more community-focused, the campaign helped normalise movement as a daily practice for mental well-being. The results speak for themselves: a 72% increase in awareness of the link between exercise and mental health, widespread engagement across all demographics and tangible growth in ASICS’ market share. Ultimately, ‘Paris, bouge ton esprit’ transformed attitudes towards sport, shifting the emphasis from external validation to intrinsic well-being. In doing so, ASICS inspired a lasting cultural shift – one where movement is embraced not just for athletic excellence, but for its profound impact on mental health. ASICS - Anima Sana in Corpore Sano, a sound mind in a sound body.