ASICS Dry Run @ The Lexington Lifestyle

• The initiative follows research that shows a 50% greater mood improvement from just 20 minutes of exercise than consuming alcohol.
• A poll of 2,000 Brits found that 25% of Brits attempted Dry January this year, but one in four had already given up within the first week.
• To get an alternative mood boost and stay on track this Dry January, head to The Lexington pub in London on 25 and 26 January and ask for an ASICS Dry Run.

For Brits clinging onto their hopes and dreams of staying alcohol-free and completing Dry January, help is at hand.
Following new research* that found 25% of Brits have attempted Dry January and yet one in four admit lasting a week or less, ASICS is aiming to incentivise people to get their dopamine hit from a run rather than a drink this January by giving away trainers in an “exercise-on-tap” promotion.

A study published in 2022** showed that just 20 minutes of exercise can offer a greater mood boost than alcohol, and so those in need of a mental uplift simply need to head to The Lexington pub in London on 25 and 26 January, between 4-6 pm and ask for an ASICS Dry Run to receive a mood-boosting pair of ASICS trainers. First come, first served, while stock last.

Professor Brendon Stubbs, renowned researcher in movement and the mind said: "For those missing the "feel good" effect of a drink or two this Dry January, the good news is that that exercise can give you even more of a mood boost. Scientific studies show that moderate exercise increases the flow of endorphins, dopamine, and serotonin. In fact, research shows there is a 50% greater mood improvement from just 20 minutes of exercise than consuming alcohol."
Brits who are taking part in Dry January this year say they are seeking feel-good activities to undertake instead of drinking, such as walking or hiking (48%) and running (25%).

Yet despite healthy exercise intentions, with three in four Brits purchasing a new gym membership, only two in five have even made it to the gym in 2024.

Gary Raucher, Executive Vice President ASICS EMEA said: “Whilst Dry January can be a great way to kickstart the New Year, it’s important to build healthy habits for the long term. ASICS was founded on the belief that sport and exercise benefit the body and the mind, it’s why we’re called ASICS. It’s an acronym for the Latin ‘Anima Sana in Corpore Sano’ or ‘Sound Mind in a Sound Body.’ Our research shows that even small amounts of movement can have a positive impact on how you feel. In fact, just 15 minutes of exercise can give you a mood boost.”

Rachel Diver, a member of the ASICS FrontRunner community has shared six tips for those wishing to kick start a new exercise routine and feel the benefits:
• Get personal: Tailor your fitness routine to include activities that you love. For instance, if you like spending time outdoors, consider activities such as running or hiking. If indoor workouts are more your thing, you can explore activities like yoga, and Pilates or join a fitness class. By choosing things that you like, you are more likely to stick with it!
• Set yourself a goal: For instance, commit to a specific number of workouts that fit your weekly schedule. If you're a runner, you could gradually increase your running distance or set yourself some achievable time-based goals to keep you motivated.
• Make the most of the daylight: It’s tough motivating yourself to get out of the door on those cold evenings when it's pitch black outside. If possible, try scheduling your workouts during daylight hours. Exercising in daylight can have a positive impact on your mood and is an effective way of combating those winter blues.
• Go indoors: When weather conditions are challenging, the gym provides a warm and safe environment for working out. The treadmill allows you to binge your favourite TV show whilst running. If you aren't a gym member you can utilise fitness apps and online platforms such as YouTube to access convenient home-based workouts that require minimal equipment.
• Get friendly: Bring a friend to add a social element to your workout. Having a workout buddy makes the experience a lot more enjoyable and makes you accountable. If you can't find any willing friends then group exercise classes are a great option!
• Create a workout playlist: Curating an upbeat playlist can significantly enhance the enjoyment of your workouts. Music can boost your mood, energise your sessions, and make the entire exercise experience more satisfying.

Notes

*ASICS commissioned independent research with 2,000 people in the UK. The research was conducted by One Poll and took place between 12 and 15 January 2024.

** https://onlinelibrary.wiley.com/doi/full/10.1111/psyp.14137

The ASICS Dry Run activation is based on a first come first served basis and will only operate on Thursday 25 and Friday 26 January 2024 between 4pm and 6pm.

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