Former creative Jason Rose launches new sports apparel brand promoting positive mental health during the pandemic
Inspired by the pandemic’s mental health toll, former M&C Saatchi and Cummins&Partners copywriter Jason Rose has launched Inner Demons, a sports apparel brand that promotes the proven link between exercise and positive mental health.
Says Rose, who spent a decade in the advertising industry: “The mental health effects of the pandemic has been profound, particularly in Melbourne where the lockdown has confined people to within 5km of their homes for months.”
To help launch the brand, Inner Demons has kicked off 5K For $5. The promotion invites participants to run (or walk) 5km, the maximum distance Melburnians are currently permitted to travel from home, and to donate $5 to Beyond Blue in the process.
Says Rose: “It’s a great way to do something positive for your own mental health while also supporting a fantastic organisation on the frontline of the current mental health crisis.”
The inspiration for Inner Demons struck Rose early in the pandemic. An avid judo and Brazilian Jiu Jitsu practitioner, he suddenly found his gyms closed, which made him realise just how important physical activity was for positive mental health.
Says Rose: “I train with a lot of guys who have successfully used our sport to deal with all sorts of personal issues – everything from anxiety to obesity, alcohol abuse to unemployment. Training kept them focused, and suddenly it was gone.”
As part of Inner Demons’ commitment to community mental health, the brand is donating 100% of profits on the sale of garments during the pandemic to Beyond Blue.