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ASICS puts human movement on the endangered list with Sigourney Weaver-narrated film: Human Nature
Key Takeaways
ASICS has launched Human Nature, a wildlife-style documentary narrated by Sigourney Weaver, ahead of World Mental Health Day.
The campaign introduces a Movement Conservation Status, classing people as Active, At Risk or Endangered based on weekly exercise.
ASICS research across 34,000 people in 31 countries found people spend 86% of their waking hours not moving, and 23% are "Endangered".
People can find out more and sign up as a Movement Conservationist at asics.com/movementconservation, with the brand urging just 15 minutes of mo
The latest endangered species is not in a rainforest. According to ASICS, it is on your sofa, scrolling.
ASICS has launched Human Nature, a documentary narrated by Sigourney Weaver that borrows the language of wildlife conservation to treat human movement as a species under threat. Created by Golin Ketchum ahead of World Mental Health Day, it turns a familiar health message into something that looks and sounds like a natural history programme, and casts the rest of us as the habitat in decline.
The campaign is built on ASICS research carried out in July 2026 with 34,000 people across 31 countries. It found people spend 86% of their waking hours not moving, 53% fail to meet recommended physical activity guidelines (projected to rise to 56% by 2035), and 64% find it easy to spend entire days barely moving.
From that, ASICS has created a Movement Conservation Status. People doing 150 minutes or more a week are Active, those doing 30 to 149 minutes are At Risk, and anyone under 30 minutes is Endangered, a group that makes up 23% of people globally. The research links the classification to mental state: Endangered movers report an average State of Mind score of 60 out of 100, compared with 71 for Active people. In the UK, 17% of adults are classed as Endangered and 42% miss activity guidelines.
The film itself treats sofas, screens and convenience culture as the threats driving the decline, with Weaver's narration giving it the gravity of a nature documentary. It was produced by Knucklehead and directed by Rob Leggatt, with media by Le Pub and digital builds by Born05. ASICS is asking people to become Movement Conservationists at asics.com/movementconservation, with the core ask kept small: research suggests just 15 minutes of movement can deliver a measurable uplift in mental state.
Gary Raucher, Global Head of Marketing at ASICS, said: "Today, as modern life quietly designs movement out of everyday life, we hope to inspire people everywhere to move for just 15 minutes."
Why ASICS' endangered movement idea works
Encouraging people to exercise more is a familiar message, but framing inactivity as a conservation emergency gives them a different way to think about it, shifting the focus from individual habits to the environments that shape them. Nobody particularly enjoys being told they are lazy, whereas the suggestion that modern life has gradually eroded our natural habitat makes the campaign feel more like an invitation to rediscover movement than another lecture about getting enough steps.
Weaver’s narration helps bring that idea to life, lending the film the authority you would expect from the nature documentaries it borrows from, while her delivery allows the humour to land without losing the message behind it. The three tiers give audiences a way to recognise themselves within the research, turning the findings into something they can relate to and share.
That approach builds on ASICS’ longstanding message that movement is good for the mind, with the World Mental Health Day timing giving its State of Mind data a clear place in the wider conversation. There is a similar thinking behind Blacks Outdoor’s research showing how much nature sits within 90 minutes of UK cities, with both campaigns using data to help people reconsider their everyday surroundings and give them a reason to get outside.
SOURCES
[1] Famous Campaigns
[2] ASICS
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