Independent creative PR and social agency alt/shift/ has partnered with sports brand, ASICS to deliver the ‘Comfort Swap’ activation in Sydney, inviting 250 Australians to trade in their old running shoes for a new pair of the GEL-NIMBUS 28 runners—completely free of charge.
The 250 spots were made available via ballot entry, with the winners selected from entries received during a registration window taking place from Monday, January 12.
The activation responds to commissioned research, revealing that nearly 8 in 10 Australians (79 per cent) cite physical discomfort as a barrier to running more regularly, despite 85 per cent recognising that movement helps boost their mental wellbeing. With physical discomfort the number one barrier for Australians to get running (31 per cent), many revealed that a simple footwear upgrade to more comfortable shoes (46 per cent) would see them move more. For those already running, new shoes were a step to feeling more confident (56 per cent) to do so more often.
Using these insights, alt/shift/ developed the creative concept and designed an experience that removes the barriers. Participants would bring their old runners to Centennial Park and swap them for ASICS’ running shoes. ASICS athletes including Australian marathon record holder Andy Buchanan, Olympians Sarah Carli, Brandon Starc and Kristie Edwards, and NRL player Cameron Murray are also set to be present on the day.
The insight aligns to the brand’s ethos of Sound Mind, Sound Body.
“Physical discomfort shouldn’t be what stops someone from experiencing the mental benefits of running,” said Mark Brunton, managing director ASICS Oceania. “This event proves that when comfort comes first, everything changes. This is our Sound Mind, Sound Body philosophy in action: remove the physical barriers, unlock the mental uplift.”
“This type of idea shows how research-led strategy can translate into tangible, experience-first campaigns and how the demand is there. 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 product promise. The response has been overwhelming, with significant ballot interest in the 48 hours. We’re excited to bring this to life and prove that comfort truly changes everything,” added Katie Raleigh managing director, alt/shift/ Sydney.
All swapped shoes will be collected and recycled through ASICS’ partner Tread Lightly, transforming them into running tracks, sports flooring, and playground surfaces of the future.
