# ASICS The Desk Break

> Brian Cox’s workplace PSA drew more than 50 million views, according to Golin.

- Owner: ASICS
- Kind: Campaign
- Sector: Sports
- Seed date: 2024-09-23
- Peak date: Week of Sep 29, 2024
- Date basis: Dates use the stated precision; chart positions are date anchors.
- Spread Score: 48 (Notable, provisional), v1.2
- Mechanics: Challenge, Transgression, Platform jump, Press loop, Newsjacking

## Summary

ASICS cast Brian Cox in a PSA attacking desk-bound work and offered employers a movement-break clause. Trade coverage, Reddit discussion and a WHO official’s LinkedIn share followed. Golin later claimed 50 million views and 1.2 million Desk Breaks.

## Timeline

- 2024-09-23 — ASICS (YouTube) — ASICS linked its final Brian Cox PSA in a release published at 23:01 UTC.
- 2024-09-24 — PA Media (Press) — PA covered Cox’s PSA and the employment clause allowing staff a daily movement break.
- 2024-09-25 — Muse by Clios (Press) — Muse reported that Golin’s campaign included out-of-home placements and workplace influencers.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/asics-the-desk-break

Cite as: How It Spread (2026). “ASICS The Desk Break.” Case HIS-00850. Spread Score v1.2: 48/100. Updated 2026-10-15. https://howitspread.com/id/HIS-00850