Asics, which launched its “Stop At Never” campaign during last fall’s New York Marathon, is introducing the next phase, a video website aimed introducing younger, less intense runners to the brand.
The “Stop at Never” website features a series of ten videos highlighting Asics technology. The short reels are a “behind the curtain” look into the product testing the Asics footwear (including the Gel-Kayano 18, the Gel-Neo33, the Gel-Excel33, and others) endured throughout development, while simultaneously capturing the determination of Asics enthusiasts and athletes.
Two of the videos include the “Jack Hammer Test,” where an Asics GEL series GEL shoe absorbs the full impact from a construction-grade jackhammer, and “Feet For Hands,” which demonstrates the flexibility of Asics Omniflex-Pursuit shoes as they serve as gloves for athletic training. Asics athletes featured include sprinter Greg Nixon, world champion wrestler Jordan Burroughs, Olympic thrower Russ Winger, pole vaulter April Steiner-Bennet, Javelin thrower Kara Patterson, and decathlete Jake Arnold.
Developed in collaboration with advertising agency Vitro, “Stop at Never” made its first appearance at the Asics Marathon Experience at Columbus Circle as part of last fall's New York Marathon. Asics’ athlete and Olympic Marathoner Ryan Hall was the face of the initial part of the “Stop at Never” campaign that featured videos of his training for the 2012 Olympics.
“Asics is committed to giving athletes the most technologically advanced footwear for exceptional performance,” says Asics’ Vice President of Marketing Erik Forsell. “With our ‘Stop at Never’ campaign, we are focused on revealing all of the incredible and awe-inspiring elements of our product.”
In addition to the website launch, Asics will bring the “Stop at Never” video series and mantra to life by showcasing athletic demonstrations at the U.S Olympic Wrestling Trials, U.S Track & Field Olympic Trials, and Drake Relays. The demonstrations will unveil the exciting and unbelievable technology depicted throughout the video series and include interactive exhibits for athletes and fans.
