ASICS' First Ever 'Live Running Casting' Proves to be a Huge SuccessBy Asics Europe B.v., PRNE
Monday, April 12, 2010
A Quarter of Marathon's Female Runners Hope to Become Face of New Campaign
HOOFDDORP, the Netherlands, April 13, 2010 - ASICS is pleased to announce the incredible success of its first ever
'Live Running Casting' that took place at one of Europe's biggest races, the
2010 Paris Marathon. Held on 11 April in one of Europe's fashion capitals,
over 1,500 women from all around the globe - an incredible 25% of the
marathon's female runners - registered to take part in this unique event.
ASICS' 'Live Running Casting' was organised in order to find the face of
ASICS' Spring-Summer 2011 multi-media campaign for AYAMi.
To view the Multi Media News Release, please click:
Choosing the winner
Located across four Casting Points along the sunny marathon course,
ASICS' team of 45 professional photographers took over a thousand photos of
the registered female runners. These pictures will now be handed over to
ASICS' Running Casting jury for the difficult selection process. The jury
consists of a Creative Director from renowned international advertising
agency Amsterdam Worldwide, the Head of Marketing at ASICS, and special guest
judge, reigning Olympic Marathon Champion Constantina Dita, who is just as
passionate about fashion as she is about running.
The overall winner - announced at the end of May 2010 - will be selected
not for her looks or figure, but for the raw emotions and air of purpose she
portrayed as she underwent one of Europe's biggest marathons. She will star
in an all-expenses paid professional photo shoot this summer, somewhere in
Europe. The photos will be used for AYAMi's Spring-Summer 2011 pan-European
multi-media campaign, including in-store material, print ads, PR and online
use. The lucky lady, along with four runners-up, will also receive a full set
of AYAMi running gear.
Why a 'Live Running Casting'?
With its AYAMi campaign, ASICS redefines beauty. For ASICS, beauty will
never be found inside a make-up bag or through a diet regime; it is found in
a woman's strength, determination and stamina. ASICS wants to use normal,
everyday women for the campaigns of its women-specific running line, AYAMi.
Which is why ASICS decided to hold this extraordinary form of casting. No
flawless models posing in a beautifully lit studio - just real women
experiencing a real race.
The feedback from the runners
When asked what they thought of the 'Live Running Casting', the
participants' response was positive, encouraging, and appreciative. Marijse
from The Netherlands said, "It's so refreshing that 'beauty' is being looked
at in such a different way. Especially by such a global brand like ASICS.
It's great that they are going to use everyday women, real runners in their
campaign. Makes a nice change. I hope I win - wouldn't that be something!"
French runner, Elodie, commented, "I see so many women wearing their pink
AYAMi stickers - it's nice to use someone other than a model, someone I can
better relate to.".
ASICS' new women's running collection unites performance & style. With
its stylish separates, performance fabrics, bright colours and bold graphics,
AYAMi - Japanese for 'feminine', 'colourful' and 'beauty' - is a running
collection that's all about layering. Designed and produced to the highest
standards of Japanese craftsmanship, AYAMi is guaranteed to make women look
good and feel great.
AYAMi's versatile pieces not only meet the performance needs of a female
runner, they also invite each and every woman to create her very own
personalised look time after time after time. AYAMi's technological fabrics
keep runners warm, dry and comfortable so they can stay focused on the run
ahead, while the feminine and vibrant separates bring fun and flair into the
functional world of running.
The collection's signature logo - the AYAMi Clover - is a feminine take
on ASICS' trademark Tiger stripes.
For more information, please contact: ASICS UK, Gemma Warrington, Communications Manager, E. gemma at asics.co.uk , T. + 44-(0)1925-404-620. ASICS Europe B.V., Remco Rietvink, PR Manager, E: r.rietvink at eu.asics.com , T: +31-(0)20-4469-624, M: +31-(0)6-547-913-42
Tags: April 13, Asics Europe B.V., Hoofddorp, Netherlands, The Netherlands