Asics Creates Immersive Product Launch

To launch the FlyteFoam Fast Series ASICS held a 60m sprint at the top of Tower Bridge and transformed the two panoramic high-level glass walkways, creating an experience for runners to smash their own speed record on a specially designed flight path.

ASICS ‘flight attendants’ were on hand to prep the runners in the take-off zone ahead of their FlytePath experience, with an aviation themed sprint that included wind machines, sequenced lights and sound effects created a speed experience.

Special guest on the night was elite ASICS athlete Jan Frodeno, an Olympic gold medallist and two-time Ironman world champion. The German triathlete fronts the FlyteFoam Fast Series campaign alongside American track and field athlete, Candace Hill. The event was hosted by model and presenter Vogue Williams and broadcast on Facebook Live, achieving over 65,000 views.

The ASICS FlyteFoam Fast Series is a new collection of speed running shoes featuring FlyteFoam midsole material, including the new NOOSA FF, GEL-DS TRAINER 22 and a colour-updated DynaFlyte.

Powered by ASICS’ patented FlyteFoam midsole technology – first introduced in concept shoe MetaRun in 2016 – the FlyteFoam Fast Series caters to runners across a broad range foot types and running styles.

“We’re excited to offer the award-winning FlyteFoam® technology to more runners across a new range of models,” said Paul Miles, senior general manager, global marketing division, ASICS Corporation. “At ASICS, we are committed to providing runners with the guidance and tools to maximize their potential in sport. So, in addition to our committed in-store foot experts, we are introducing Pace Academy, an exclusive in-app program that offers runners advice on how to improve their speed.”

Commenting from the event, Jan Frodeno added: “The launch of FlyteFoam series on Tower Bridge was a unique way to help people fly. As an athlete I’m always looking to improve but everyone should be able to experience the feeling of going faster.”