London, 27th August 2026: Independent creative agency AGIT8 has unveiled ASICS’ latest global trail running campaign, built around a simple truth: trail running is tough – and that’s exactly why trail runners love it.
The brand film follows runners taking on everything the trail can throw at them: steep climbs, technical descents, mud, unpredictable terrain, and relentless elevation. Rather than glossing over the difficulty, the campaign leans into it, capturing the grit, unpredictability, and exhilaration that keep trail runners coming back for more.
As the runners dig deeper, a gritty reimagining of The Beach Boys’ iconic “Good Vibrations” builds with them, creating a playful contrast between the punishment of the trail and the unmistakable high of taking it on.
The film brings ASICS’ “Move Your Body, Move Your Mind” message to life through a distinctly trail-running lens: finding the good feeling in the hard stuff.
Alistair Foster, Global Marketing Director (Performance Running) at ASICS, commented: “For our latest global trail campaign, we wanted to create something that felt true to the trail community, while bringing a distinctly ASICS perspective. Pairing the rawness of the trail with ‘Good Vibrations’ captures that unexpected joy you find when you push yourself outdoors – and the lift it gives both body and mind.”
Gerry Human, Founder and Creative Director at AGIT8, added: “Trail runners actively seek out the hard stuff – mud, mountains, brutal climbs – because that’s where the fun is. We wanted the work to feel the same: no gloss, no gimmicks, just awesome shoes, tough trails, and the joy of getting stuck in.”
The campaign arrives as trail running continues to surge in popularity. According to the Sports & Fitness Industry Association’s 2025 Topline Report, participation in the US grew by 1.3 million people in 2024, an increase of 8.8% year on year. ASICS’ commitment to the sport also extends to its elite athlete roster, which includes leading trail runners Tom Evans, Ben Dhiman, and Sara Alonso.
The campaign builds on ASICS’ global “Sound Mind, Sound Body” brand platform and continues the creative partnership between ASICS and AGIT8.
AGIT8 has also created global social, retail, and e-commerce assets to support the campaign across key markets.
*Source – Sports & Fitness Industry Association (SFIA) 2025 Topline
