One of the biggest hindrances for runners is injuring themselves by wearing the wrong shoes. To combat this, ASICS is running a print ad in Brazil with a practical purpose: it helps runners to work out what kind of shoe they need.
While until now this could only really be determined by visiting a specialist running store, the ASICS ad, by Neogama/BBH in Sao Paulo, uses a thermochromic ink that reacts to body heat. All that people need to do is to stand on the print ad, which appeared on the cover of April editions of "Runners" and "Women's Health" magazines in Brazil. The ad would then show them whether their foot type is a supinator (when the shoes wear themselves out on the outer area of the sole), pronator (wear themselves out on the inner area of the sole) or neutral (when the sole wears itself out uniformly).