My personal best is not a number

A personal best is not a number. It is an emotion.

On Tuesday, October 10 ASICS launched its new campaign: a communication that certainly runs counter to many current trends in the sports world. The concept is simple and straightforward and fits perfectly into the groove of everything the Japanese brand has done in recent years and the values it has always carried forward.

A personal best is not a number. It is an emotion.

When an athlete-amateur or professional-thinks about the concept of “personal best” he or she is often inclined to think about times, scores, and performance. But what if the PB was anything but that? What if it’s that feeling that makes you feel good in what you’re doing at that very moment? Whether you are running in the mountains, doing yoga or sweating at the bottom of the court during a grueling tie break matters little. It is that instant that you are living, that instant that makes you smile. It has nothing to do with fatigue or hard training, it only has to do with feeling good about yourself. Anima sana in corpore sano.

And it is no coincidence that the campaign came out on October 10, World Mental Health Day: in fact, it is an initiative in collaboration with Progetto Itaca, a charity that has always been involved in mental health care, with which ASICS wants to bring to light the difficulties often encountered in the world of sports. At any level.

Eight shots. Eight people very different from each other. Eight emotions. This is how ASICS has its say on the subject and aims to completely redefine the concept of “personal best.”