Asics America Corp, a sport performance brand and the official footwear and apparel partner of the 2016 TCS New York City Marathon, launched the Asics Extra Mile campaign. The multi-channel brand campaign includes digital, social, advertising, outdoor and retail activations, live events and an enhanced online experience.
Asics encouraged athletes of all levels to make a positive impact by adding an “Extra Mile” to their workout. For each “Extra Mile,” Asics will donate a pair of running shoes to Girls on the Run, a non-profit organization dedicated to promoting self-confidence and healthy lifestyles through running.
“The TCS New York City Marathon is a truly unique and global platform within the running community,” said Roeya Vaughan, Asics America VP of marketing. “We are thrilled to tap into the excitement and global reach of the event, and create a movement that transcends New York City and inspires people to create positive change, something core to our Asics founding principle of sound mind, sound body.”
On October 17, the campaign will kick off through the Runkeeper app, where users can sign up for the Extra Mile Challenge. The challenge will encourage participants to add an additional mile to the Runkeeper community’s average run distance of three miles, by going four. For each challenge completed until November 30, a pair of ASICS performance running shoes will be donated to Girls on the Run.
In New York City’s Columbus Circle on Friday, November 4, the brand will have treadmill stations where participants can run or walk an Extra Mile and trigger a donation to Girls on the Run. An interactive leaderboard will capture real-time results from those participating in Columbus Circle, as well as those who are participating virtually through the Runkeeper app.
Asics will continue to celebrate the Extra Mile campaign on Marathon Monday, with a ceremonial one-mile run starting at the official race finish line in Central Park. The mile run will include a selection of 25 runners including Asics elite athlete, first time marathoner and Rio 2016 Olympic Triathlon Gold Medalist Gwen Jorgensen and Girls on the Run members, as well as some fellow Asics athletes.
“I am thrilled to make my marathon debut in New York City and be a part of the Extra Mile campaign,” said Jorgensen. “This campaign is important to me because it illustrates the power of the running community and its ability to make a positive impact in the lives of thousands of girls across the country.”
Asics will participate in the official 2016 TCS New York City Marathon campaign, “Get Your New York On,” featuring Smile Markers. There will be 26 Smile Markers located throughout the city, each one sharing fun marathon facts about the race and the culture of New York City. To commemorate Asics’ Extra Mile campaign, a 27th Extra Mile Smile Marker will be located at the Asics store in the Meatpacking District.
Asics will donate a pair of shoes to Girls on the Run for every $100 spent on ASICS products from October 24 through November 7 within select New York City run specialty stores, and at participating ASICS retail locations nationwide.
Girls on the Run is a physical activity-based positive youth development program for 3rd to 8th grade girls that has served over 1 million girls across the country.
