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 Moves, 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.

Moves are the OneASICS reward currency. Members accumulate Moves 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 Moves 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 Level 1 and earn bonus Moves instantly as a welcome bonus. This is a deliberate first move; by granting Moves at the point of sign-up, ASICS immediately places new members partway along their first Moves milestone, reducing the psychological distance between joining and receiving real value.

How Moves Work

Moves qualify members for levels and are accumulated through recognised Qualifying Activities. Moves 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.

Moves 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 Moves

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

• Every £1 spent on purchases at ASICS.com UK
• Completing a 15-minute or longer activity in the ASICS Runkeeper app (daily)
• 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
• Tracking the first activity in the ASICS Runkeeper app of 1 mile (1.6km) or more
• Completing a challenge in the ASICS Runkeeper app

For members who move regularly, weekly Runkeeper activity tracking at 10 Moves 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 Level 1, and level advancement is based on cumulative Moves earned.

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.

When members reach a level, they have a 60‑day claim window to choose one reward from that level. If they unlock multiple levels at once, all their 60‑day windows start the same day. Members can claim one reward per level per annual cycle. If returns drop Moves below a level threshold during the window, the member’s window cancels. Unclaimed levels lock after the window expires (but can re‑unlock if the member later hits a higher level, opening a new 60‑day window).

Benefits

Benefits (e.g., free shipping, birthday discount, Runkeeper Go trial) are available to all members regardless of level.

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.

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™, a meaningful recurring benefit with real monetary value.

Birthday Rewards

Members receive a birthday surpise gift. 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

Members free standard shipping on their orders.

Exclusive products

Members gain access to buy members-only styles and product drops. This is a soft non-monetary benefit that provides members with a feeling of exclusivity.

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 Moves 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 Moves straight away by adding a shoe, connecting a smart wearable, or simply tracking their first run.

Moves Expiry and Level Maintenance

How Moves Expire

Move balance runs on a rolling 12‑month cycle from your join date. All Moves in a member’s balance expire on their join‑anniversary. For example, Moves earned on 5 January of a given year expire on the last day of January the following year.

How Levels Are Maintained

Members will never drop below Level 1 and can never hold a negative Moves balance. If a return is made on a purchase, the corresponding Moves are deducted from the account.

Where to Track Moves and Level Status

Members can check their current Moves balance, level, activity history, and expiry dates at any time through the member dashboard on the ASICS.com UK website. If a member believes Moves 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 bonus Moves on sign-up, instantly placing them partway toward the Level 1 threshold of 300 Moves. 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 providing new members with bonus Moves, ASICS shifts the psychological starting position from zero toward the first meaningful milestone reward.

Progress Visibility and Motivation

The member dashboard, showing current Moves 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 Level 2 or 3 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 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. Level 3 becomes part of how they see themselves as an engaged ASICS community member.

Activity Earn as Habit Formation

The weekly activity earn pathway (10 Moves for consecutive 15-minute Runkeeper sessions each week in a month) 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 Moves 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 Moves (high expectancy). The level benefit table makes it clear that higher Moves 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 Moves 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, product and raffles 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, exclusive products 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 Level 2 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 Level 2 at 300 Moves requires a reasonable low spend (plus any activity Moves 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 Moves per session, meaning consistent runners can accumulate activity Moves each month without spending a pound, a meaningful contribution toward level thresholds.

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.

Step 2 — Earn. Begin earning Moves by signing up for ASICS emails, downloading and setting up Runkeeper, and making purchases on ASICS.com UK.

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

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.