ASICS America Corporation, true sport performance brand and the official footwear and apparel partner of the 2016 TCS New York City Marathon, announced today the launch of 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 on asics.com/extramile.
Through the campaign, ASICS will encourage athletes of all levels to make a positive impact by adding an ‘Extra Mile’ to their workout. For those going the ‘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 Vice President 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.”
You Run. They Win.
There are multiple ways to participate in the ASICS Extra Mile movement. 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. To sign-up and for the terms and conditions, please visit: runkeeper.com/challenge/ASICSExtraMileChallenge
The Extra Mile campaign will also come to life in New York City’s Columbus Circle on Friday, November 4, where the brand will have treadmill stations where participants can run or walk an ‘Extra Mile’ and trigger a donation to Girls on the Run. Each mile logged on the ASIC Extra Mile treadmills stationed in Columbus Circle will equal a pair of shoes donated to Girls on the Run (see terms). 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. Fans can follow the movement on social media using the hashtag #ExtraMile.
Extra Mile Monday
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 who embody the spirit of the campaign, 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.”
2016 TCS New York City Marathon ASICS ExtraMile Smile Marker
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, the city, and culture of New York City. To commemorate ASICS’ Extra Mile campaign, a customized 27th ‘Extra Mile’ Smile Marker will be located at the ASICS store in the Meatpacking District (420 W 14th Street).
Additionally, 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 (restrictions apply).
TCS New York City Marathon Collection
ASICS launched a special collection of apparel, accessories and footwear ahead of the 2016 TCS New York City Marathon. The footwear collection contains a passport theme which is inspired by New York’s rich melting pot and the international diversity of the TCS New York City Marathon runners and spectators. All five boroughs are highlighted as retro-style stamp graphics on the performance footwear. The passport theme includes shades of blue and coral and is featured on ASICS’ GEL-Kayano® 23, GEL-Nimbus® 18 and fuzeX™ performance footwear models. To view and purchase the full ASICS NYC Marathon collection, click here.
To learn more about ASICS, please visit: asics.com/extramile
Anima Sana In Corpore Sano, meaning "A Sound Mind in a Sound Body," is an old Latin phrase from which ASICS is derived and the fundamental platform on which the brand still stands. The company was founded more than 60 years ago by Kihachiro Onitsuka and is now a leading designer and manufacturer of performance athletic footwear, apparel and accessories. For more information, visit www.asics.com. Follow @ASICSamerica on Facebook, Twitter, Instagram and YouTube for exclusive content and real-time news around ASICS products, events, and elite athletes.