ASICS had goals to expand beyond their core audience of marathon runners, appeal to a broader running lifestyle, and ultimately carve out space into a more general athletic market. To do so, ASICS recognized the opportunity to create brand experiences that could act as anchors for campaign initiatives.
One of the first was the Beat the Sun race, a Global Competition to run around Mont Blanc on the year's longest day. Since the communication efforts spanned the globe, the most efficient and effective use of marketing dollars were all online and retail store efforts. Messaging and product copy were a large part of the writing lift of this massive campaign.
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