ASICS, the acclaimed sportswear brand, has unveiled a pioneering initiative aimed at safeguarding the mental wellbeing of its athletes, combating the rising tide of online harassment and cyberbullying that increasingly plagues sports professionals. This protective measure is a key component of the brand’s comprehensive ‘Mind and Body Athlete Support Programme’.
In collaboration with the data science company Signify, ASICS is offering its sponsored athletes access to advanced cybersecurity services, including the AI-driven ‘Threat Matrix’ by Signify. This service strategically shields athletes from abusive online interactions, especially during high-profile sporting events where such harassment tends to peak.
Olivier Mignon, Global Head of Sports Marketing at ASICS, emphasized the brand’s holistic approach to athlete welfare: “At ASICS, our acronym stands for Anima Sana In Corpore Sano or ‘a Sound Mind in a Sound Body’, underlining our commitment to the wellbeing of athletes, which transcends beyond mere physical health.”
He further stated, “We are dedicated to supporting our athletes in achieving their performance goals without the added stress of online abuse. Winning at all costs is not our creed; rather, we prioritize the physical and mental health of our athletes above any championship or record.”
The initiative follows distressing findings from a study conducted in partnership with Loughborough University, which highlighted an alarming increase in online abuse directed at athletes. The ‘Threat Matrix’ service by Signify aims to counter this by monitoring and managing social media interactions in real-time, effectively reducing exposure to potentially harmful content.
Eilish McColgan, a three-time Olympian and European Champion medalist, shared her personal struggles with online abuse, “Sadly, online abuse is a common adversity faced by almost every elite athlete today. The support from ASICS is crucial, allowing us to focus on what we do best—competing—without the constant worry of online harassment.”
Jonathan Hirshler, CEO of Signify, reflected on the collaboration, “We are proud to support ASICS and its athletes. Our Threat Matrix service aligns perfectly with ASICS’ values, aiming to protect the overall wellbeing of athletes and ensuring they can engage with their audience in a safe environment.”
ASICS’ initiative marks a significant step in addressing the challenges athletes face in the digital age, emphasizing the need for a safe and supportive online environment to complement their rigorous physical regimes. This program not only helps athletes manage the pressures of their sport but also sets a precedent for how companies can play a crucial role in the broader context of athlete welfare and online safety.
