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Here’s How ASICS Runs

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We’re days away from the ING NYC Marathon – a massive event with over 45,000 participants – and there may be no brand with such unique activation tactics as ASICS.

Here’s a quick recap of the company’s recent marathon marketing activity as well as its plans for this year.

* Run With Ryan: an interactive video billboard that challenges passersby to race against a digital Ryan Hall, an American long distance runner

* Support Your Marathoner: an uber popular cheering tool that allows friends and family of runners to record their support via video, which is then displayed along the marathon routes, triggered by customized RFID chips in each runner’s shoes

* In 2013, the brand is bringing its “Marathon Experience” to Columbus Circle in NYC, an interactive display meant to share the life of the marathon and its many parts:

  • An art display using recycled trash from previous marathons (band-aids, water cups, etc.)
  • A shoelace sculpture representing the ASICS logo
  • A dedicated hashtag for all ASICS marathon activity; #ASICSrunsNYC
  • A “Sound Room” that magnifies and distributes the sounds of running
  • To reinforce its new tagline, “Stop at Never”, the brand partnered with electric music group Chromeo to create a marathon soundtrack, which includes sounds of hearts pounding and typical NYC street noises

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Growth obsessed startup co-founder (MusicBox) and strategist-for-hire. startupgrowthguy.com mymusicbox.me

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