ASICS’ narrates comback stories of athletes in new campaign

ASICS, the Japanese sportswear giant, has recently launched its new campaign – ‘Comeback Stories’ – which outlines the message of how athletes have had to defy odds to overcome challenges to regain their foothold in their respective fields. ASICS believes that this unprecedented situation that has embarked upon us is truly a difficult period for all of us but we must remain positive to come out of it stronger. To show solidarity with runners across India during this period, ASICS has come up with this campaign to inspire and motivate people to stay safe and to believe that better days are ahead of us.

ASICS’ Brand Athlete Bhuvneshwar Kumar kicked off the campaign with a heartfelt story of how due to an injury he was unable to perform as well  in the 2015 World Cup series and how his dedication to fight back resulted positively for him. Along with the fast bowler, another inspirational story came to fore with Managing Director, ASICS India and South Asia, Rajat Khurana – elaborating on his efforts to quit an unhealthy lifestyle by taking up running and then eventually going on to finish 52 half marathons in 52 consecutive weeks.

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Today, I took a quick walk down the memory lane and it made me remember how beautiful the journey has been so far. It motivated me to be positive and to #StaySafeStayStrong during such difficult times. So, I am sharing a story of my Comeback with you to help inspire and motivate you to come out of this stronger. Don’t forget to share yours with me and @asicsindia to help spread some hope. @tatamummarathon #ASICSIN #MyComebackStory

A post shared by ASICS India (@asicsindia) on Apr 24, 2020 at 5:11am PDT

Since the launch of the campaign, Nikhil Arora, MD of GoDaddy India, has shared his favourite comeback story of the 1983 World Cup winning team which signifies hope and courage to face our daunting challenges. Efforts by ASICS and Procam to promote the campaign and the long standing association with Tata Mumbai Marathon and TCS 10K have helped the campaign reach out to various renowned runners all across India. The inspiring comeback stories shared by these runners have made sure that the campaign keeps going strong.

The brand has amplified the initiative through a digital campaign that encourages people to post a picture/video with the hashtag #StaySafeStayStrong #MyComebackStory & #ASICSIN and tag @asicsindia & @tatamummarathon in an effort to keep everyone positive during such challenging times.