TOgoodbye filters, illuminating serums and ten-step beauty routines. Second Asicsto obtain the true glow effect, 15 minutes and 9 seconds of… movement are enough. Or rather, mental well-being. Why the most authentic brightnessthe one that it can be seen on the face after physical activitydoes not apply. You can feel it.
This is the message of Get the Glowthe new campaign all feminine of the Japanese brand which, in full Roland Garros 2026, chooses to tell the story of beauty through the faces of its post-workout athletes. Zero retouching, no artificial perfection, no filters: only the natural faces of tennis players Belinda Bencic and Zeynep Sönmezwith red skin and relaxed expressions, radiant after fatigue. A choice in clear contrast to the smooth and standardized aesthetic that dominates social media and the contemporary beauty universe.
Asics Get the Glow: movement is light
A philosophy that Asics already preserves in its name. The acronym in fact derives from the Latin formula Healthy Soul in Healthy Bodybrand poster founded in 1949 in Kobe, always linked to the idea that performance cannot ignore well-being and inner energy.
«Help more people to moving to feel better is our focus. Long before everyone was talking about beauty glow, people achieved it naturally with exercise. AND we believe that brightness comes from within”, explained Caroline Fisher, Global Brand Communication Director of the brandduring an exclusive panel held in conjunction with the start of the tournament at the Asics House in Paris.
From left, panel host Josh Newis-Smith, Zeynep Sönmez, Belinda Bencic and Caroline Fisher at Asics House in Paris. (Ph. Albin Durand)
According to the global study developed by the brand together with King’s College Londonconducted on a sample of 30 thousand people who practice different sports, in fact just 15 minutes and 9 seconds of movement are enough to start improving your mental state. A concept that has become the manifesto of Get the Glow and which, on the red clay of Roland Garros 2026, comes to life thanks to Belinda Bencic and Zeynep Sönmez.
Belinda Bencic and Zeynep Sönmez, the meeting with the Asics athletes
Bencic, Switzerland, Olympic gold medal at Tokyo 2020returned to the world top ten just fifteen months after maternity leave. Sönmez, born in 2002, is the first Turkish tennis player in history to reach the third round of a Slam. Both involved in the race on French soil these days (the first reached the third round of the women’s tournament; the second is still competing in the doubles), embody two opposite moments of the sporting career, the return and the rise, but they share the same approach to competition. It is no coincidence that they are among the tennis players featured in the special Asics adv Get the Glowtogether with the Italian one Jasmine PaoliniEmma Raducanu and Janice Tjen.
Belinda Bencic natural for the “Get the Glow” campaign. (Asics)
Theirs is a special approach, because brings a more authentic aesthetic to the language of sport and beautymade of sweat, adrenaline and real emotions. But also of pressure, mental balance and freedom from obsession with the result: the themes that emerged during the Parisian meeting with the Asics athletes.
Zeynep Sönmez for the “Get the Glow” campaign. (Asics)
All the beauty of moving
«I said to my agent: “Are you sure it’s ASICS and not something else, like a skincare brand?”» says Zeynep Sönmez. «I didn’t expect it to come out so well. We all look wonderful.” Whereas according to the study 64% of girls stop playing sports by age 16 because of how they think they look while practicing it, «I hope this campaign can give them confidence. If we can do it, everyone can do it.”
Jasmine Paolini in the “Get the Glow” campaign. (Asics)
Certain, times, tensions and expectations in competitive sport have a different value. «I would say that tennis is 70% mental and 30% physical», explains Sönmez. “You can train for hours, but if you’re not mentally well, it doesn’t matter.” After a defeat, both say they have the same instinct: to go out and walk.
Bencic recalled a long night walk with the national team after a tough defeat at the Billie Jean King Cup: «Immediately afterwards we were all devastated. I played something like eight hours in two days. When we got to the hotel we were like: ‘Wow… it doesn’t even feel like we lost’.”
Zeynep Sönmez in the “Get the Glow” campaign. (Asics)
Tennis as a metaphor for life
«It’s really hard, obviously, because every point is up and down. I think it’s really important to be kind to yourself during and after the game» continues the Swiss athlete. “I think the person who invented the tennis scoring system was a psychopath,” he jokes. «In tennis there are constant setbacks. You lose every week. And so you have to move forward. Leave the defeat behind and say to yourself: “Okay, what can I do better? What did I do wrong? E go further.»
Athletes and pregnancy, Belinda Bencic’s experience
For her, who became a mother in 2024, the return to the field also coincided with a new relationship with pressure. «Before, winning or losing defined who I was as a person»he said. «Now I leave the field and my family loves me anyway». Just 15 months after giving birth, the world number 1,213 managed to return to the top ten.
Belinda Bencic in a total Asics look on the pitch in the “Get the Glow” campaign. (Asics)
As? «It wasn’t my plan at all to start again so soon or push so hard to get back right away. My husband and I decided to have a family at the height of my career because that’s what we wanted. I think it’s really difficult for female athletes to find the right time to have children. I was prepared for everything, even the idea of never playing tennis again.”
But in the end for her it was all very gradual and natural, also thanks to the support of the Asics team. “I have never felt so supported as a human being and as an athlete, regardless of the results,” she says, smiling. After the pregnancy I slowly started to get moving again, gradually returning to playing.” And also to shine, we add.
Because maybe this is exactly where the philosophy of Get the Glow finds its most authentic expression: not the research of an aesthetic perfection, but that of a psychophysical balance capable of being reflectedliterally, on the face.