ASICS campaign aims to stop women dropping out of exercising

ASICS has launched a new campaign called Move Her Mind, aimed at stopping the trend of women giving up on exercise.

A global study by the sportswear brand, which included the UAE, revealed that over 50 per cent of women surveyed were dropping out of or stopping exercise completely, due to barriers experienced during their lifetime.

Globally, these barriers included time pressures, low self-confidence to intimidating environments or not feeling sporty enough, all of which are negatively impacting their state of mind.

The study was led by renowned academics Dr Dee Dlugonski and Professor Brendon Stubbs, with their report also revealing a positive link between women’s exercise levels and their mental health.

From a regional perspective, 48 per cent of women in Saudi Arabia and 47 per cent in the UAE stated that female friends were their primary exercise influencers, underlining the power of exercising together.

In response to these findings, ASICS is recognising and amplifying the positive impact of individuals and grassroots organisations who are breaking barriers for women in sport, to support, empower and inspire more women to move.

It has selected two Middle Eastern trailblazers to be faces of its global campaign.

Dr. Jowhara Al-Qahtani

Dr. Jowhara Al-Qahtani, a surgeon from Qatar and Lulwah Ghalib, a Saudi-based athlete are regional examples of women that are inspiring her peers to move more and feel the positive benefits of exercise.

Ghalib said: “Running has been transformative, from dispelling negative thought patterns to realising my strength. I am driven to break stereotypes, foster inclusivity and reshape societal perceptions of women in sports within Saudi Arabia.”

Run the world

Al-Qahtani wanted to provide a judgement-free space for women of diverse backgrounds and fitness levels, so she decided to set up her own running group called Run The World.

“Creating a more inclusive exercise culture requires both societal mindset shifts and individual self-awareness. As a running coach, I work to break down these barriers by fostering a supportive and judgement-free environment for women of all sizes and fitness levels.”

ASICS is inviting people across the region to submit their stories and experiences via its platform that is available in both English and Arabic, so more women can be connected, supported and inspired.

Ana Seixas, Head of Marketing from ASICS said: “By launching Move Her Mind, we wish to delve deeper into understanding the factors driving the decline in exercise levels in our region and hope to give women a platform, to connect and inspire others, so everyone can achieve a sound mind in a sound body.”