Case Study / September 28, 2016

Asics

Outrun the Sun

Racing ahead in sports performance with Asics

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We lead ASICS’ European and UK activity, resulting in its position as one of the top 3 most desired sports brands. In one of the most competitive global markets, we helped drive awareness of the ASICS brand through the creation and management of the ground-breaking high performance contest: ASICS Outrun The Sun.

For elite runners, trail running is the ultimate challenge. Long distances, unknown paths, untouched scenery and a true test both mentally and physically.

But it’s not a sport anyone outside of the hard-core running community ever talks about.

We changed that with a breakthrough TV documentary that brought it all to life. On the longest day of the year, two teams, comprised of the top trail runners from around the world, were challenged to circumnavigate Mont Blanc, the largest mountain in Western Europe.

In just over 16 hours, the teams had to complete 148km, traversing some of the world’s most difficult terrain.

Captured by 16 cameras and 2 drones, the runners battled against nature, arriving at the finish line in Chamonix with just minutes to spare.

Over 50 media outlets from around the world flew into Chamonix to cover the event, generating over 250 news and feature articles.

The TV documentary was aired on 22 channels across 15 countries, showcasing ASICS and the sport of trail running to an audience of over 100 million people.