Asics is promoting its new Glideride shoe technology with an experiential campaign that challenged runners to take part in a race without a finish line.
The thinking behind the stunt was that finish lines could actually be holding runners back, as people are always obsessing about them and trying to beat their personal best. In this race, held in the Bonneville salt flats of Utah, Asics gave 22 runners a connected Garmin watch, an individual optimal pace to uphold and an open horizon.
Prior to the race, runners had set their own pace over a series of runs logged on Asics' Runkeeper app, and each runner was challenged to run at their own optimal pace for as long as they could. When they fell below it three times, they had to stop. According to Asics, the runners, including former British track champion Liz McColgan, experienced a 24% performance increase as they went further than their predicted times and distances.
The campaign, by Edelman U.K. with production by Unit9, was devised with help from sports scientists such as Professor Samuele Marcora from the University of Bologna. It's being used to highlight the claim that Asics' Glideride technology, which launches later this month, has "energy saving benefits."