In conjunction with Global Running Month, ASICS has introduced a heartwarming campaign across Southeast Asia called “Little Reminders.” Designed to shift how adults view and approach physical activity, the campaign brings attention to a fundamental insight: children move simply because it makes them happy, while adults often tie movement to metrics, body image, or performance. The initiative encourages everyone to return to the pure, joyful reasons we once had for moving.
Rekindling a Natural Instinct
Children between the ages of seven and nine are instinctively active. They run, jump, dance, and play—not because they are told to, but because movement brings them joy. However, as people grow older, movement tends to become transactional. It is often driven by goals such as weight loss, step counts, or body transformation. ASICS aims to reverse this mindset with “Little Reminders,” encouraging adults to reconnect with movement as a source of pleasure and mental well-being.
Yogesh Gandhi, Managing Director of ASICS Asia, described this shift eloquently: “Kids move simply because it feels good—no pressure, no goals, just joy. With the Little Reminders campaign, we’re letting kids do what they do best: remind us that moving for the joy of it is more than enough.”
A Workout Guide Written by Children, for Adults
At the center of this campaign is a first-of-its-kind workout guide authored by children across Southeast Asia. The “Little Reminders” themselves—a diverse group of young ambassadors—have created exercises and movement prompts specifically aimed at helping adults rediscover movement in its most playful and liberating form.
Rather than focusing on repetitions, technique, or tracking, these child-designed workouts incorporate creative movements, fun games, and imaginative cues that encourage adults to let go of expectations. The guide provides a refreshing change from traditional fitness routines, inviting participants to enjoy the process rather than worry about the outcome.
Movement in Action: Malaysia’s 3KM Fun Run
On 29 June 2025, ASICS Malaysia brought the campaign to life with a 3KM Fun Run at Perdana Botanical Gardens. The event gathered families and fitness enthusiasts for an experience that celebrated playfulness, connection, and well-being.
Participants were introduced to the Little Reminders Workout Guide, and for many, it was the first time they were coached by children rather than adults. The run featured lively movement sessions led by kids, offering a dynamic and joyful alternative to conventional workouts.
Among the attendees was former national cyclist Adilla Noraidillina Adilla J. Sam, who participated alongside her daughter. She shared that the experience transformed her perspective on exercise: “The Little Reminders Workout completely changed how my child and I approach exercise. When I let go of expectations, I enjoyed working out more too.”
Moving for a Sound Mind and Body
ASICS’s campaign draws inspiration from its longstanding philosophy, *Anima Sana in Corpore Sano*—a sound mind in a sound body. In a world where fitness is increasingly associated with pressure and performance, the Little Reminders campaign is a timely call to realign movement with joy and emotional well-being.
This approach also highlights the role of physical activity in mental health. Instead of measuring success in numbers or progress charts, ASICS invites adults to evaluate movement based on how it makes them feel.
How to Get Involved
Adults across Southeast Asia are encouraged to join the movement in several ways. First, they can download the free Little Reminders Workout Guide from ASICS’s website. Second, by signing up for the OneASICS membership program, they can access exclusive events, expert tips, and community resources that support joyful, sustainable movement. And finally, they are invited to embrace playful movement in their own lives—whether that means dancing in the living room, taking an unplanned walk, or simply moving without judgment.
A Meaningful Shift in Fitness Culture
The “Little Reminders” campaign delivers more than just a message. It initiates a cultural shift: from workouts that feel obligatory to movement that feels freeing. It resonates with families, solo exercisers, and even former athletes who may have lost touch with the simple reasons they once loved to move.
By empowering children to lead the way, ASICS encourages us to look inward—and backward—to reclaim something we may have left behind: the joy of movement for its own sake.
For more information and to explore the Little Reminders Workout Guide, visit the official ASICS Southeast Asia website.
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