AYAMi's Unique Running Casting Becomes XL in 2011

By Asics Europe B.v, PRNE
Sunday, January 23, 2011

ASICS Searches for the Next Face of its Women's Running Collection

HOOFDDORP, The Netherlands, January 24, 2011 - AYAMi's first ever Live Running Casting
asicsayami.presspage.com/ayami/132, held during
the Paris Marathon 2010, was such a success that its 2011 follow-up, the
Running Casting XL, will be rolled out at multiple running events throughout
Europe. Whilst a special AYAMi Photo Team was on location to capture runners
during the first Live Running Casting, this year's approach will be different
as runners can upload their own pictures - taken in the heat of the action -
via Facebook. While the method will change, the key idea behind the 2011
casting will remain the same: ASICS is looking for women who truly exemplify
strength, stamina and effort whilst running an arduous race, as opposed to
good looks or a great figure. The winner will become the face of AYAMi's
Autumn-Winter 2011 collection campaign.

Successful first edition

ASICS first organised a Live Running Casting in 2010 to celebrate the
introduction of its AYAMi women's running collection. The casting was held
during the Paris Marathon 2010 and each participant was photographed 'live'
during the race. The goal was to find real runners to feature in the
Spring-Summer 2011 campaign who could communicate AYAMi's core values:
femininity, stamina and determination. With over 1,500 participants and a
great deal of enthusiastic reaction for the concept, the Live Running Casting
was an instant success. The lucky winners chosen to represent AYAMi in its
Spring-Summer 2011 campaign are Tessa from Scotland and Aurelie from France.

Running Casting XL 2011

For 2011, AYAMi's new Running Casting concept will be rolled out across
several European countries, allowing ASICS to continue to work with real
runners for its AYAMi running collection. Anyone participating in
AYAMi-sponsored running events can enter AYAMi's Running Casting XL by
uploading a photo of herself - in action - to AYAMi's Facebook page:
www.facebook.com/asicsayami. The new face for AYAMi's Autumn-Winter 2011
collection will be chosen in May.

Tessa and Aurelie's experience

The two winners of AYAMi's 2010 Live Running Casting wouldn't hesitate to
recommend participation. "I was pampered incredibly; it really was a dream
come true," a beaming Aurelie recalls. "I think it's great that more people
from different events will be able to join in this year."

"I thought it was pretty cool that they took the photograph immediately
after the run," says Tessa. "I'd never have believed I could look so good
straight after such a performance! To be able to combine my passion for
running with modelling was a very special experience. It is so awesome to see
yourself featured in the campaign!"



Notes for editors:

Click here asicsayami.presspage.com/ayami/132 for the official
ASICS AYAMi Press page

For more information: Stacey Counsell, +44(0)1925241041, stacey at asics.co.uk

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