ASICS launches the “Get the Glow” campaign to prove exercise improves your skin

ASICS just entered aesthetics, not with a new product, but with its new “Get the Glow” campaign, challenging the beauty industry by promoting sweat as the ultimate skincare routine. Using the hashtag #ASICSGetTheGlow, the campaign features athletes — like tennis player Belinda Bencic — posting unedited, makeup-free photos of their post-workout faces to highlight the visible benefits of exercise.

Why ASICS is targeting the beauty market

The timing of the campaign is a direct response to skincare fatigue. According to ASICS, global online searches for glow-related skin terms have jumped 43% over the past year, and conversations around getting a “fast” glow have skyrocketed by 375%. Women currently spend an average of 136 hours annually on skincare, feeding a global market that has reached $162 billion.

By contrasting that expensive, multi-step reality with internal research proving that just 15 minutes of exercise can significantly boost your mood and create a natural flush, ASICS is making a very specific argument: true radiance isn’t applied externally, it’s experienced internally. Essentially, beauty comes from the inside-out.

Biologically, the campaign actually makes perfect sense. When your heart rate goes up, your body pumps more blood and oxygen to your skin, naturally flushing out buildup and leaving you with a clearer complexion. But strategically, this is ASICS stepping outside the running world and talking directly to the self-care crowd. They are connecting the dots for consumers, proving that a single workout is the most efficient way to boost your fitness, lift your mood, and visibly improve your skin all at once.