The World Cup has ended, and sports brands have returned to the sport they love most – running. London indie, AGIT8, has achieved the difficult task of standing out in the sector, with a film that mimics the irresistible style of Reels.

The campaign focusses on trail running, that’s undergoing a surge in popularity as a side effect of the outdoors-back to nature movement. The hero film is a montage of runners taking on everything the trail can throw at them – steep climbs, technical descents, mud, unpredictable terrain, and relentless elevation. Rather than showing athletic perfection, the fast-paced film entertains with a dash of humour and underlines trail running’s challenge with an unpolished reworking of The Beach Boys’ classic Good Vibrations. The campaign gives ASICS’s ownership of the grit, unpredictability, and exhilaration of the sport.

The new work builds on ASICS’ global Sound Mind, Sound Body brand platform and the full campaign includes global social, retail, and e-commerce assets to support the campaign across key markets.