Heading to the pub usually means pints, not sneakers. However, at one London establishment later this month, patrons will find a unique offering at the bar: running shoes on tap.
In alignment with the Dry January ethos (minus the alcohol), Asics plans to distribute complimentary running shoes at The Lexington pub in London on January 25th and 26th, between 4 and 6 pm. The initiative aims to inspire individuals to prioritize exercise over drinking, both in the short term and as a sustainable lifestyle choice. Interested individuals need only request an “Asics Dry Run” at the bar to claim a fresh pair of running shoes, available on a first-come, first-served basis, while supplies last.
This giveaway stems from recent research conducted by Asics, which surveyed 2,000 individuals in the UK. Findings revealed that a quarter of respondents had attempted Dry January in 2024, yet one in four had already abandoned their sobriety within the first week.
The Asics Dry Run campaign aims to encourage people to seek their dopamine boosts through running rather than alcohol consumption. Notably, a study from 2022 highlighted that just 20 minutes of exercise can provide a greater mood enhancement than alcohol.
Professor Brendon Stubbs, a respected physiotherapist and researcher focusing on the relationship between physical activity and mental health, supports this notion. He asserts, “For those missing the ‘feel good’ effect of a drink or two this Dry January, the good news is that exercise can give you even more of a mood boost.” Citing scientific evidence, Stubbs explains that moderate exercise stimulates the release of endorphins, dopamine, and serotonin, resulting in a 50% greater mood improvement compared to alcohol consumption, all within a mere 20-minute workout.
However, the goal is not just a brief mood lift but the establishment of enduring healthy habits. The hope is that recipients of the free running shoes, along with others, will continue running beyond January, incorporating exercise into their daily routines.
Gary Raucher, Executive Vice President of Asics EMEA, emphasizes the importance of cultivating lasting wellness habits beyond Dry January. He underscores Asics’ foundational belief in the symbiotic relationship between physical activity and mental well-being, as reflected in the brand’s name, an acronym for the Latin phrase “Anima Sana in Corpore Sano,” translating to “Sound Mind in a Sound Body.”
While many may associate Asics with its current prominence in the running sphere, it’s lesser known that the brand initially specialized in basketball shoes. Today, however, Asics has become synonymous with running, offering a diverse range of products, from high-performance carbon plate shoes to everyday stability shoes and rugged trail runners.
