A running track
to train the mind
We’re not hardcore runners. But to launch the most tech advanced shoe by ASICS, we didn’t get into runners’ shoes, but their heads. And realised it’s not the strongest legs that go the distance, but the strongest mind. Why not launch with a world-first running track to train the mind. So, we did. Invited pro-athletes shaved 5K times by 60 seconds (average) - the difference between winning a medal or not. Globally, anyone could do ASICS Blackout runs through an in-app feature we created for Runkeeper.
One of the most successful earned 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 with partner agencies.
Edelman Deportivo & Production Partner Unit9
edelman.co.uk/work/blackout-track
{Pre-launch teaser}
{Behind the scenes: 10 Runners. 10 Minds}
{Bespoke social content for runners to share on their channels}
