BLACKOUT TRACK TO TRAIN THE MIND

 

Running brands focus on tech, features, and performance. But it’s not the strongest legs that go the distance, it’s the strongest mind. To launch ASICS new Kayano’s, we worked closely with sports scientists to create the world’s first running track to train the mind – ASICS Blackout Track. With no distractions or finish line athletes shaved their 5K times by an average of 60 seconds - the difference between winning a medal or not in competitive endurance sports. Globally, runners took on their own ASICS Blackout runs, through an in-app feature we created for Runkeeper.

One of the most successful launch campaigns in ASICS history with live coverage on Sky News & CNN. This mind-focused approach left an eternal footprint, with ASICS activating more of our ideas around the world.

Edelman Deportivo & Production Partner Unit9
edelman.co.uk/work/blackout-track

 
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{Pre-launch teaser}

{Behind the scenes: 10 Runners. 10 Minds}

{Bespoke social content for runners to share on their channels}