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.cls-4{fill:#017fc9} Spain Spanish) About us Specialties Current Keys Contact ASICS ETERNAL RUN BEGINNING CASE STUDIES ETERNAL RUN SITUATION As sneaker fashion brands began to make technological advancements, runners no longer saw ASICS as the clear winner in the running shoe category. This slowed down sales. To evangelize runners in key markets, ASICS created the GLIDERIDE ™, an innovative shoe designed to help runners save energy while running. Our goal was to launch GLIDERIDE ™ in a market crowded with consumer options, and to position ASICS as the ideal choice for high-performance runners. Most brands focus on rewarding whoever crosses the finish line in first position. But we wanted to convey that what really separates us from the competition is our way of thinking. What if the finish line really prevents us from reaching our true potential? With this idea in mind, we created the Eternal Run, a race without a goal. We invited 23 athletes, influencers, and journalists with varied abilities to race to the Bonneville Salt Flats in Utah. Each was assigned a pace, but without a route or pacemaker, the runners participated in the ultimate race: a race against themselves. We captured images, a two-minute video, a one-minute spot, and a 10-minute documentary to tell our story to different audiences, while the talent and journalists began their approach as soon as they finished their degree. The campaign has been awarded a Grand Prix in the category of Entertainment Lions for sport at the international festival of creativity par excellence, Cannes Lions 2021. Footer menu © 2019 Daniel J. Edelman Holdings, Inc. Terms of use Privacy Policy

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