Paris, bouge ton esprit (Paris, move your mind)

Client: ASICS

The Paris, bouge ton esprit (“Paris, move your mind”) campaign was a unique collaboration between ASICS and the City of Paris - before, during and after the 2024 Olympics. Set against the intimidating backdrop of elite international sport, its aim was to inspire Parisians to engage in physical activity for the benefit of their mental wellbeing.

Through a series of joyful, inclusive experiences, the campaign reframed exercise as an accessible tool for mental health rather than a competitive pursuit. By tackling key psychological barriers – such as fear of judgement, low motivation, and stress – it encouraged people to move for their minds, not medals. Initiatives like Mind Runs offered supportive environments where participants could experience the emotional benefits of movement, while events such as the Festival of Running celebrated participation over performance. The world’s first “starting ribbon” reinforced the idea that simply showing up to move is an achievement worth celebrating. By making exercise feel less intimidating and more community-driven, the campaign normalised movement as a daily practice for mental wellbeing. Its impact was clear: a 72% increase in awareness of the link between exercise and mental health, broad engagement across demographics, and measurable growth in ASICS’ market share. Ultimately, the collaboration transformed attitudes towards sport, shifting the focus from external validation to intrinsic wellbeing and inspiring a lasting cultural change where movement is valued for its profound mental health benefits.