Asics America will launch a multi-dimensional marketing campaign for the 2010 ING New York City Marathon with a new print and outdoor ad campaign along with interactive personalized billboards, exclusive Marathon products and special appearances by Asics Olympic Marathoners Ryan Hall and Deena Kastor.

The print campaign focuses on releasing negative energy and thoughts to overcome obstacles that normally would hold a runner back. The tagline for the campaign is “Running New York releases more than just sweat” and has a visual of a runner releasing negative words and “sweating” them off. The campaign was launched October 1st and includes a partnership with other ING New York City Marathon sponsors including Runner's World, WNBC and Universal Sports, featuring high-profile out-of-home placements at Time Warner Center, Times Square, Union Square and Macy's Herald Square. The creative will also run on taxi tops and double-decker buses.

“Our goal is to take over New York City in a big, bold way so people know we are the official sponsor,” say Gary Slayton, V.P. of Marketing ASICS America Corporation.

Other parts
of the campaign include:

Interactive
Programs: There
will be two interactive programs for marathoner runners and their families and friends ASICS will
sponsor the ABC Super Sign in Times Square
where people can record a video message from the ASICS booth at the Health and Fitness Expo (November 4-6). When
they go to Times Square they send a text to view their message on the ABC Super
Sign.

There is also a website, which will be live
until race day, SupportYourMarathoner.com where participants can upload a video
via webcam or a still image and message to support their marathoner. The
supporter supplies the marathoner's registration number so when they cross one of three points in
the race (miles 13.1, 22 and 25) the runner will see a personalized message of
support. To encourage participation, those that upload a message are entered
into a sweepstakes (ends October 22nd) where they could win a trip for two to the ING
New York City Marathon or one of 100 other prizes including ASICS gear.

Exclusive
Merchandise: ASICS
will continue to manufacture and sell exclusive co-branded licensed marathon
merchandise at the Marathon Expo. This year's selection will feature the GEL-Kayano 17 running shoe in a
limited-edition color way with ING New York City Marathon embossed on the laces
and insole for $150. The merchandise will be available exclusively at the
26,600 square-foot retail shop built specifically for the event and at a few
select authorized ASICS retailers in the New York City area.

Athlete
Signings: Expo
visitors will also get the opportunity to meet and interact with ASICS elite athletes Ryan Hall and Deena
Kastor who will be onsite and signing autographs at the ASICS Brand Experience
booth located at #330.  Kastor will be at
the booth on November 6 from 11:00 a.m. to noon and Hall immediately following from noon to 1:00 p.m. Kastor
will also sign autographs at the ASICS store near Bryant Park (51 W. 42nd
Street) on November 5 from noon to 1:00 p.m.