Creative social and PR agency Alt Shift is preparing to host a unique activation event for sportswear giant ASICS, inviting Australians to exchange their old running shoes for the brand’s latest Gel-Nimbus 28 model. This initiative, set to take place on Saturday, January 17, 2026, at Centennial Park, aims to address a key barrier to running: physical discomfort.
The activation was inspired by commissioned research revealing that 79% of Australians cite physical discomfort as a reason for not running regularly, with 31% identifying it as their primary obstacle. Despite these challenges, the study also found that 85% of Australians understand the importance of movement for mental wellbeing. Furthermore, 46% indicated that more comfortable shoes would encourage them to run, while 56% of established runners said new shoes would boost their confidence.
Research-Driven Strategy
Alt Shift leveraged these insights to develop the “Comfort Swap” activation, which aims to remove the physical barriers to running and promote ASICS’s product promise. Katie Raleigh, Alt Shift Sydney’s newly appointed managing director, emphasized the significance of a research-led strategy in creating impactful, experience-first campaigns.
“By understanding the barriers preventing Australians from running, we’ve created an activation that doesn’t just promote a product, it seeks to remove the obstacle and stand by the product promise,” Raleigh stated in a press release.
The event will feature 250 participants, selected through ballot entries submitted since January 12. These individuals will bring their old shoes to Centennial Park and exchange them for ASICS’s new neutral runners. Participants will then be encouraged to complete a 3.5km lap around the park’s loop.
ASICS Athletes and the “Sound Mind, Sound Body” Philosophy
ASICS athletes, including marathon runner Andy Buchanan, track and field star Sarah Carli, high jumper Brandon Starc, sprinter Kristie Edwards, and NRL player Cameron Murray, will be present at the event to inspire and engage with participants. This presence underscores ASICS’s commitment to its “Sound Mind, Sound Body” philosophy, which emphasizes the removal of physical barriers to unlock mental benefits.
“Physical discomfort shouldn’t be what stops someone from experiencing the mental benefits of running,” said Mark Brunton, ASICS Oceania’s managing director. “This event proves that when comfort comes first, everything changes.”
Sustainability at the Forefront
Beyond promoting comfort and exercise, the activation also highlights ASICS’s dedication to sustainability. Through a partnership with Treadlightly, an Australian recycling movement, the collected shoes will be repurposed into playground surfaces, sports flooring, and running tracks, contributing to a more sustainable future for active communities.
Raleigh noted that integrating the Treadlightly partnership into the activation was a natural fit. “Sustainability isn’t an afterthought for us with any activity or creative idea we execute, it’s always top of mind – it’s foundational,” she remarked.
“We’re not just removing the barrier of discomfort – we’re ensuring those old shoes create new infrastructure for communities to be active,” Raleigh added. “It’s the full embodiment of ASICS’ ‘Sound Mind, Sound Body’ philosophy: you can’t have either without a sound Earth.”
Looking Ahead
The “Comfort Swap” activation represents a strategic move by ASICS to not only enhance the physical comfort of runners but also to foster a sense of community and environmental responsibility. As the event approaches, anticipation builds among participants and organizers alike, with hopes that this initiative will inspire more Australians to embrace running as a pathway to improved mental and physical health.
With the event set to kick off soon, the success of this activation could pave the way for future initiatives that blend product promotion with meaningful social and environmental impact. As ASICS and Alt Shift continue to innovate, the potential for similar campaigns to transform consumer experiences and perceptions remains vast.
