ASICS launches its first ever Live Running Casting that took place at the 2010 Paris Marathon. Held on April 11, over 1,500 women, or 25% of the marathon’s female runners, registered to take part in this unique event. ASICS Live Running Casting was organized in order to find the face of ASICS Spring-Summer 2011 multi-media campaign for the AYAMi women’s running collection.
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 – wouldnt 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.”.
About AYAMi
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.
SOURCE Asics Europe B.V.
