ASICS needed to launch the Glideride running shoe, drive fame and enhance perception of the brand for high-performance running. Sports brands are celebrating whoever crosses the finish line first, while runners obsess over that next line. But ASICS holds a longer term view of running... What if the finish line actually holds us back from reaching our true potential? Introducing Eternal Run: The world’s first race without a finish line.
What did the judges have to say?
So pure, so simple, so focused on the unique benefits of the product, this campaign inspired an audience for whom running is a passion. The resulting uplift in brand loyalty and sales was as awe-inspiring as the race itself.Ali Gee, Deputy CEO & Senior Partner, FleishmanHillard Fishburn
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