ASICS has long stood for something bigger than sport. The Japanese word “anima sana in corpore sano” (“a sound mind in a sound body”) is the foundation on which the brand has built decades of credibility with runners, athletes, and everyday movers. Now, with the relaunch of OneASICS in the UK, the brand has translated that philosophy into a loyalty program designed to reward not just what members buy, but how they move. ASICS is working to roll out the new design globally over the next 12 months.

This guide covers everything members need to know about the new OneASICS, from how to join and earn points, to what the three-level structure unlocks, to the behavioural science behind why the program is built the way it is.

What is OneASICS?

OneASICS is ASICS’ free-to-join loyalty membership program, now live in the UK. The program rewards members for shopping on ASICS.com UK, engaging in gamified activities, and most importantly, engaging in physical activity tracked through the ASICS Runkeeper app.

Members accumulate points through qualifying purchases and activities, which move them through three levels with progressively richer rewards. Uniquely, the program bridges transactional loyalty (spending on the website) with behavioural loyalty (tracking workouts, completing challenges), which is a design approach that places OneASICS as an innovative leader in the emerging category of health-lifestyle loyalty programs.

The ASICS Brand and the Sound Mind, Sound Body Philosophy

To understand OneASICS, it helps to understand what ASICS represents. ASICS is an acronym for the Latin phrase Anima Sana In Corpore Sano, which translates to “a sound mind, in a sound body”. Founded in 1949 by Kihachiro Onitsuka in Japan, this phrase was chosen to reflect the company’s commitment to promoting health and well-being through sports, often referred to as their Sound Mind, Sound Body philosophy. Movement is framed not just as athletic performance but as mental wellbeing, an idea that makes their loyalty program rewarding physical activity feel like a natural extension of their brand essence.

This philosophy also informs ASICS’ partnership with mental health charity Mind, which is integrated directly into OneASICS. Members who shop and donate through the program earn extra points while supporting the UK’s leading mental health charity. While competitors focus on pushing physical exercise to the extreme, ASICS positions itself as a movement for wellbeing, and that continues to win it lots of fans globally.

How to Join OneASICS

Signing up for OneASICS is free and takes only a few minutes. There is no purchase required to become a member.

Members can join by visiting the OneASICS registration page and completing the registration form with a valid email address. Once registered, the member account is immediately created and visible within the ASICS.com UK website.

As soon as a member registers, they are placed in the Blue Level and earn 50 points instantly as a welcome bonus. This is a deliberate first move; by granting points at the point of sign-up, ASICS immediately places new members partway along their first points milestone, reducing the psychological distance between joining and receiving real value.

How Points Work

Points qualify members for levels and are accumulated through recognised Qualifying Activities. Points have no monetary or cash value and cannot be used to purchase ASICS products directly. They are the mechanism through which members advance along the pathway to unlocking the benefits attached to each level.

Points are credited to the member account once a Qualifying Activity has been completed and verified. Each member’s balance, activity history, and expiry dates are visible at any time through the member dashboard at ASICS.com UK.

Earning Points

OneASICS offers three ways to earn points, reflecting both the level of effort and the degree of engagement with the ASICS ecosystem.

10 Points per qualifying action:

• Every £1 spent on purchases at ASICS.com UK
• Completing a 15-minute or longer activity in the ASICS Runkeeper app (daily)

50 Points per qualifying action:

• Signing up for a OneASICS membership
• Signing up for ASICS emails
• Activating the ASICS Runkeeper Go™ trial
• Adding a shoe to the ASICS Runkeeper app
• Adding a smart wearable to the ASICS Runkeeper app

100 Points per qualifying action:

• Tracking the first activity in the ASICS Runkeeper app of 1 mile (1.6km) or more
• Completing a challenge in the ASICS Runkeeper app

Members can earn up to 100 points for completing activities and challenges. For members who run regularly, weekly Runkeeper activity tracking at 10 points per monthly creates a meaningful non-transactional earn pathway. Purchases are the fastest route to unlocking rewards, but the activity earn dimension ensures that engaged movers who are not heavy shoppers can still progress.

The Three Levels

OneASICS provides the opportunity for members to access three levels. All new members begin at Blue Level, and level advancement is based on cumulative points earned.

The naming convention, using metallic references (Blue as a distinct visual identity, Silver, Platinum), communicates a clear hierarchy and creates aspirational signalling. Members can see exactly where they are and where the next level begins, which is a structural feature with significant motivational implications, as explored in the psychology section below.

Benefits at Each Level

The benefits structure is designed so that each level unlocks meaningfully better value. Blue Level offers a strong base proposition, while Silver and Platinum add benefits that reward commitment with clear, practical advantages.

Member-Only Offers

All OneASICS members have access to deals and promotions that are not available to non-members. This is the foundational in-group benefit, drawing a visible line between members and non-members even at the entry level.

Free 90-Day Gear Trial

Every member at every level is entitled to a 90-day trial on qualifying gear. This is a significant benefit for new customers considering higher-priced ASICS footwear or apparel, as it reduces perceived purchase risk. At Blue Level, the trial period begins from the date of qualification.

Exclusive Events and Raffles

Members gain access to exclusive events and raffles across all levels. This benefit category is deliberately non-monetary, creating community access that points alone cannot replicate.

ASICS Runkeeper Go™ Access

ASICS Runkeeper Go™ is the premium subscription of the Runkeeper fitness tracking app. All members receive free access to Runkeeper Go™, with the duration scaling. Blue Level members receive 3 months free, Silver members receive 6 months free, and Platinum members receive a full 12 months free. For regular app users, this is a meaningful recurring benefit with real monetary value.

Birthday Rewards

Members receive a birthday discount on a single purchase, with the level determining the discount depth. Blue members receive 10% off, Silver 15% off, and Platinum 20% off. To qualify, members must have held their account for at least one month prior to their birthday and must have opted in to receive ASICS communications, as the reward is delivered via email.

Free Shipping

Blue and Silver members receive free standard shipping on their orders. Platinum members are upgraded to free express shipping, a tangible convenience benefit that rewards the program’s most committed members.

Priority Customer Service

Silver and Platinum members receive priority access to ASICS customer service. This is a soft non-monetary benefit that recognises member value through elevated service rather than discounts alone.

The Runkeeper Connection

The integration of the ASICS Runkeeper app into OneASICS is one of the program’s defining structural choices. Runkeeper is a long-established GPS fitness tracking app that ASICS acquired in 2016. It tracks running, walking, hiking, cycling, and other activities, and is used by millions of people globally.

Within OneASICS, Runkeeper serves two functions. First, it is a qualifying earn platform where members can earn 10 points per month for completing 15-minute or longer activities at least once per week. Second, Runkeeper Go™ (the paid premium subscription) is one of the core recurring benefits that scales with level, making continued app use central to getting the most from the program.

Members who do not yet have Runkeeper can download it from runkeeper.com and begin earning points straight away by adding a shoe, connecting a smart wearable, or simply tracking their first run.

OneASICS and Mind

One of the most distinctive aspects of OneASICS in the UK is its integration with mental health charity Mind. ASICS has built a donation mechanic directly into the program, meaning that when members shop and choose to donate, they not only support Mind but also earn extra points toward their rewards.

This partnership is rooted in the Sound Mind, Sound Body brand mission and aligns with a growing body of evidence showing that consumers increasingly respond to loyalty programs that reflect brand values. Research by Liu-Thompkins et al. (2024) found that value alignment now ranks as the fourth most important driver of consumer loyalty overall, surpassing price and reward programs as a driver of emotional loyalty specifically. The OneASICS-Mind partnership is a practical expression of that principle, giving members a way to feel good about their membership beyond the transactional dimension.

Points Expiry and Level Maintenance

How Points Expire

Points earned through a Qualifying Activity remain valid for 12 months from the date of that activity, expiring at the end of the relevant calendar month. For example, points earned on 5 January of a given year expire on the last day of January the following year.

How Levels Are Maintained

After points expire, members have a 30-day grace period before any level demotion occurs. This provides a window to re-engage and maintain level standing without facing an immediate downgrade.

Members will never drop below Blue Level and can never hold a negative points balance. If a return is made on a purchase, the corresponding points are deducted from the account.

Account Inactivity

If a member has no interaction with any ASICS touchpoint (website, app, email, customer service) for two consecutive years, the account will be deactivated and all points forfeited. The full range of interactions that count toward keeping an account active includes website visits, opening the Runkeeper app, logging into an ASICS ID account, opening ASICS emails, and engaging with customer service.

Where to Track Points and Level Status

Members can check their current points balance, level, activity history, and expiry dates at any time through the member dashboard on the ASICS.com UK website. If a member believes points have been incorrectly credited, they can contact ASICS through the ASICS contact page.

The Psychology Behind OneASICS

What makes OneASICS interesting from a loyalty design perspective is how deliberately it applies behavioural principles to drive member movement and positive habit formation. Several well-evidenced psychological mechanisms are embedded in the structure to support member motivation and fitness and mental health realisation.

The Welcome Bonus and the Goal Gradient

Every new OneASICS member receives 50 points on sign-up, instantly placing them partway toward the Silver Level threshold of 700 points. This is a direct application of the goal gradient effect, documented by Nunes and Drèze (2006), which showed that providing artificial advancement on a reward journey significantly increases completion rates. In their field study, a 10-stamp loyalty card with two pre-filled stamps achieved a 34% redemption rate compared to just 19% for an equivalent plain 8-stamp card requiring the same number of purchases.

By placing new members 50 points into their journey before they have spent a pound, ASICS shifts the psychological starting position from zero toward the first meaningful milestone.

Progress Visibility and Motivation

The member dashboard, showing current points balance and the distance to the next level, is a progress tracker in the most psychologically precise sense. Research consistently shows that the goal gradient effect accelerates most powerfully when progress is visible. Being able to see how close they are to Silver or Platinum allows members to experience the motivating pull of proximity to the goal. The dashboard delivers this visibility at every log-in.

Level Aspiration and Social Identity

The three-level structure (Blue, Silver, Platinum) creates a hierarchy with a clear status order. Drawing on social identity theory (Tajfel and Turner, 1978), people derive meaningful self-esteem from belonging to groups with status. The Platinum label becomes part of how they see themselves as an engaged ASICS community member. Research by Drèze and Nunes (2009) found that status-laden tier labels (Gold, Platinum) signal a selective hierarchy without requiring any explicit information about level sizes, activating the identity mechanism even in the absence of visible markers.

The 30-day grace period before level demotion also reflects an understanding of loss aversion (Kahneman and Tversky, 1979), the principle that the pain of losing something (a level status, a set of benefits) is felt approximately twice as intensely as the pleasure of gaining it. The grace period creates a loss-aversion window: members who are close to demotion have a powerful motivator to re-engage before the window closes, without ASICS having to issue a punitive communication.

Activity Earn as Habit Formation

The daily activity earn pathway (10 points for any 15-minute Runkeeper session) is an application of habit formation theory. The habit loop requires a cue (opening the Runkeeper app), a routine (completing a workout), and a reward (seeing the points credit appear). Repeated consistently over weeks, this structure builds the kind of context-dependent automaticity that Wood and Neal (2007) identified as the foundation of habitual behaviour. Streak mechanics and challenge completions further reinforce this loop, converting sporadic app users into regular Runkeeper engagers, embodying the essence of ‘Sound Mind, Sound Body’.

Expectancy and the Path to Reward

Expectancy theory (Vroom, 1964) holds that motivation is a product of three factors: belief that effort leads to progress (expectancy), belief that progress leads to a valued reward (instrumentality), and how much the member actually values that reward (valence). OneASICS is designed to support well on all three dimensions. The earn structure is simple and transparent, so members can directly perceive that their actions produce points (high expectancy). The level benefit table makes it clear that higher points unlock better rewards (high instrumentality). The mix of practical benefits, including express shipping, birthday discounts, and extended Runkeeper Go™ access, is designed to include something with high valence for most active members.

Gamification Through Challenges

The challenge mechanic in the Runkeeper app, earning points for completing a challenge, is a form of gamification that sits on strong empirical foundations. Research by Hwang and Choi (2020) confirmed that gamified loyalty programs outperform conventional ones on member loyalty and engagement, with the operative mechanism being playfulness rather than the game elements themselves. When challenges are genuinely enjoyable rather than just administrative boxes to tick, they produce greater programme attachment.

Non-Monetary Benefits and Emotional Engagement

The inclusion of exclusive events, raffles, and the Mind charity partnership represents a deliberate move beyond purely transactional rewards. Research by Melnyk and Bijmolt (2015) found that non-monetary discrimination (member-only events, recognition, exclusive access) was the most effective loyalty design element for building genuine attitudinal loyalty. Meanwhile, Magids, Zorfas and Leemon (2015) found that fully emotionally connected customers spend twice as much annually as merely satisfied customers. The OneASICS structure uses events, community access, and the Mind partnership to build emotional connection that points-for-discount programs cannot create on their own.

Is OneASICS Worth Joining?

For anyone who buys ASICS footwear or apparel on a regular basis, the answer is a straightforward yes. The program is free to join, delivers free shipping and a birthday discount from day one, and offers a 90-day gear trial that adds genuine value on higher-priced products.

The case becomes more compelling at Silver and above. Free express shipping, extended Runkeeper Go™ access, and priority customer service represent meaningful practical upgrades for members who spend moderately on the site. Reaching Silver at 700 points requires roughly £70 in purchases (plus any activity points earned), which is well within reach for most ASICS customers within a single season.

For regular runners who use the Runkeeper app daily, the activity earn pathway adds a non-purchase dimension that makes the program genuinely different from standard spend-based retail loyalty. Tracking a daily 15-minute activity earns 10 points per session, meaning consistent runners can accumulate 300 or more activity points per month without spending a pound, a meaningful contribution toward level thresholds.

The Mind charity partnership adds purpose beyond personal benefit, which for members who align with the brand’s wellbeing mission creates a form of emotional engagement that transactional programs rarely achieve.

How to Join and Get Started

Joining OneASICS takes three steps.

Step 1 — Join. Visit the OneASICS sign-up page and create a free account using a valid email address. Earn 50 points immediately on registration.

Step 2 — Earn. Begin earning points by signing up for ASICS emails (50 points), downloading and setting up Runkeeper (50 points for adding a shoe, 50 points for adding a wearable, 100 points for tracking the first activity), and making purchases on ASICS.com UK (10 points per £1 spent).

Step 3 — Advance. Track progress via the member dashboard. Watch the Platinum threshold and plan purchases or activity milestones to unlock the next level’s benefits ahead of key dates like a birthday or major race.

For existing ASICS ID account holders, the account automatically becomes a OneASICS account and all members start at Blue Level at the program’s launch, with previous activity not qualifying retroactively for points.

References and Further Reading

Official ASICS Sources

• OneASICS Program Page (UK)
• OneASICS Terms and Conditions (UK)
• OneASICS FAQs
• ASICS Legal Portal — Welcome to OneASICS
• ASICS Runkeeper
• ASICS Sound Mind, Sound Body
• ASICS Privacy Policy

Loyalty & Reward Co Internal Resources

• Loyalty Programs: The Complete Guide, 2nd Edition — Philip Shelper

Academic References

• Drèze, X. and Nunes, J.C. (2009). Feeling Superior: The Impact of Loyalty Program Structure on Consumers’ Perceptions of Status. Journal of Consumer Research, 35(6), 890-905.
• Hwang, J. and Choi, L. (2020). Having Fun While Receiving Rewards?: Exploration of Gamification in Loyalty Programs for Consumer Loyalty. Journal of Business Research, 106, 365-376.
• Kahneman, D. and Tversky, A. (1979). Prospect Theory: An Analysis of Decision Under Risk. Econometrica, 47(2), 263-291.
• Kivetz, R., Urminsky, O. and Zheng, Y. (2006). The Goal-Gradient Hypothesis Resurrected. Journal of Marketing Research, 43(1), 39-58.
• Liu-Thompkins, Y., Taheran, A. and Doucette, L. (2023). The Future of Loyalty Report. Loyalty Science Lab.
• Liu-Thompkins, Y. (2024). The Politics of Brand Loyalty. Loyalty Science Lab.
• Magids, S., Zorfas, A. and Leemon, D. (2015). The New Science of Customer Emotions. Harvard Business Review, November 2015.
• Melnyk, V. and Bijmolt, T. (2015). The Effects of Introducing and Terminating Loyalty Programs. European Journal of Marketing, 49(3/4), 398-419.
• Nunes, J.C. and Drèze, X. (2006). The Endowed Progress Effect: How Artificial Advancement Increases Effort. Journal of Consumer Research, 32(4), 504-512.
• Tajfel, H. and Turner, J.C. (1978). An Integrative Theory of Intergroup Conflict. In W.G. Austin and S. Worchel (Eds.), The Social Psychology of Intergroup Relations. Brooks/Cole.
• Vroom, V.H. (1964). Work and Motivation. Wiley.
• Wood, W. and Neal, D.T. (2007). A New Look at Habits and the Habit-Goal Interface. Psychological Review, 114(4), 843-863.

Loyalty & Reward Co were proudly involved in the design and implementation of the new OneASICS loyalty program. We are specialist loyalty strategy consultants and authors of Loyalty Programs: The Complete Guide. For enquiries about loyalty program strategy, design, or research, visit loyaltyrewardco.com.