ETERNAL RUN

TitleETERNAL RUN
BrandASICS
Product/ServiceASICS GLIDERIDE
Category D04. Live Advertising & Events
Entrant EDELMAN London, UNITED KINGDOM
Idea Creation EDELMAN London, UNITED KINGDOM
PR EDELMAN London, UNITED KINGDOM
Production UNIT9 London, UNITED KINGDOM
Credits
Name Company Position
Mattias Ronge Edelman Chief Creative Officer
Stefan Ronge Edelman Chief Creative Officer
Jamie Corwell Edelman Creative Director
Thiago Campos Edelman Associate Creative Director
Oddbjorn Stensrud Edelman Associate Creative Director
Nick Parnell Edelman Senior Director
Jonathan Halliwell Edelman Director
Kirsten MacKenzie Edelman Associate Director
Jay Gallagher Edelman Head of Planning
Olivier van den Bent Edelman Junior Planner
James Foggin Edelman Senior Account Executive
Lucie Hackman Edelman Executive Producer
Steve Malkerty Edelman Designer
Nadia Amico Edelman Production Assistant
Brian Kiefer UEG New York Senior Manager
Lisa Kovitz Edelman Managing Director, Edelman New York

Cultural / Context information for the jury

ASICS target audience are real runners: they care about performance and challenging themselves. ASICS is an acronym for a sound mind in a sound body and the brand has a deep care for these runners. While all other sports brands are obsessing over whoever crosses the finish line first, runners themselves obsess over that next line. ASICS has a longer-term view of performance than other sports brands. We wanted to challenge this sense of short term winning, show our deeper connection to runners and running, and show that what really separates us from the competition, is our mindset. How better to test the limits of your mind and our shoes, than taking all the other limits away?

Write a short summary of the ambient work.

Our outdoor event, 'ASICS Eternal Run' was the world’s first race without a finish line. Out in the deserted Utah Salt Flats we created the ultimate live product test for the GLIDERIDE™ shoe. The outdoor build comprised 60 crew, 25 ASICS employees, 23 runners, 7 film crews, 5 agents and one severe weather warning...and it all came down to one event on one day. We invited 23 athletes, influencers and journalists to the Bonneville Salt Flats with no route, no pacemakers and no finish line, to see how far they could run. Each was assigned a pace. When the whistle blew participants had to run, until they couldn’t run anymore. The experiential event, later shared on social would be the earned engine for the entire campaign.