The Desk Break (case study)

ASICS’s “The Desk Break” campaign was sparked by data from its 2023 State of Mind study, which surveyed 26,000 people in 22 countries and found that mental wellbeing begins to decline after just two hours of continuous desk work, with stress rising sharply after four hours.

In response, ASICS collaborated with Dr Brendon Stubbs of King’s College London to run a July 2024 experiment: eighty office workers across 16 countries continued their usual routines for one week, then took a daily 15-minute “desk break” in the second week. The results were striking—State of Mind scores jumped by 22.5%, stress dropped by 14.7%, productivity rose 33.2%, and focus improved 28.6%. Participants also felt 33% more relaxed and 28.6% more resilient, and nearly 80% said they’d feel more loyal to employers offering such breaks.

Armed with compelling evidence, the brand enlisted Brian Cox—known to fans as Succession’s formidable Logan Roy—to star in a 75-second PSA. In the film, Cox plays a terrifyingly stern boss who warns that the real workplace danger isn’t him, but the desk itself. He slams a laptop, rails, “Look at you, trading your own mental health for free fruit and a Wellness Wednesday… F**K the FRUIT!” Then, in gym shorts and ASICS trainers, he exhortingly shouts, “Run, jump, roller‑skate… whatever. Just move. For your mind.” His deadpan intensity and unexpected humor created a memorable contrast, punctuating the urgency of movement with surprise and laughter.

ASICS complemented the film with a full 360° strategy: social, earned, influencer, OOH, workplace influencer outreach and tactical office campaign placements urging HR teams to include the #DeskBreak clause. This was the world’s first employment contract clause guaranteeing a paid 15-minute movement break, initially added to ASICS UK contracts and made freely available for other employers.

Leading up to World Mental Health Day (10 October 2024), ASICS encouraged workers worldwide to post a photo of their empty desks with #DeskBreak, pledging charitable donations for every share.

The campaign’s reach was powerful: over 10 million organic PSA views, with 77% watched in full, approximately 931,000 social engagements, a 25% increase in brand association with “Sound Mind, Sound Body,” and a 32% rise in likelihood to recommend.

ASICS also tracked real-world impact via its RunKeeper app, recording 1.2 million desk breaks taken across 37 countries, while over 60 companies signed onto the desk break clause and the WHO Director-General publicly supported the initiative.

At its heart, this campaign brilliantly fused hard science with bold creativity. By transforming a simple 15-minute movement break into a cultural mandate—backed by celebrity authority, practical policy, communal participation and measurable health benefits—ASICS transcended traditional sportswear marketing. They positioned themselves not only as purveyors of footwear but as a purposeful champion of workplace mental health and meaningful movement.