Signature event brought together communities, new products, and a once-in-a-lifetime urban adventure
ASICS
hosted a first-of-its-kind immersive event in downtown Los Angeles on
27 January 2017 with over 50 influencers and media from around the globe
to celebrate the launch its of its urban-inspired footwear – fuzeX Rush and GEL-QUANTUM 360 KNIT.
The Big Chase: An Immersive Experience
Combining
physical fitness and street smarts, ‘The Big Chase’ event was an
interactive urban adventure run that put participants in the role of
old-school L.A. detectives. The story took the budding detectives
through the streets in hot pursuit of a mysterious stranger, overcoming
obstacles and unraveling clues on a high-octane chase through downtown
L.A. to rescue a Hollywood starlet. Runners tracked down leads at an
eclectic collection of locations including the Roxie Theatre, Dutch
Chocolate Shop and The Majestic Downtown, where they encountered
characters straight out of a classic suspense film.
The
event kicked off on Friday with a VIP reception that gave fitness and
lifestyle influencers a sneak peek at ASICS newest initiatives to expand
its brand beyond performance running. Attendees came from all over the
world, including France, Japan, and Australia. ASICS Corporation’s
Senior General Manager, Global Marketing Division, Paul Miles was also
present to welcome the group.
“The new generation of ASICS consumers are more creative, more social and more adventurous. Fitness today should be fun and spark a sense of community. The Big Chase event brings that to life on a grand scale,” said Miles.
ASICS
dove further into the urban landscape through street art, launching an
ASICS-original mural by local artist Christopher Konecki on 247th street
in downtown LA, created for influencers and media to encounter during a
run the following morning.
SMSB Global Community Headlines the Event
The
Big Chase event was led by members of SMSB, a global community with a
shared philosophy and holistic approach to a life well-lived through
sport.
Launching
in six major cities globally in 2017, each SMSBTM chapter aims to bring
together 16 sport enthusiasts and creative influencers representing a
wide range of backgrounds, including photographers, yoga instructors,
designers and runners.
“The
acronym and trademark SMSB stands for ‘Sound Mind, Sound Body’ and
represents a philosophy and ASICS trademark that I am very passionate
about and personally vested in,” said Charlie Dark, SMSB Global
Ambassador. “Helping ASICS expand their brand beyond performance is
truly an honor.”
Paul
Miles also praised the collaboration: “With the growth of the movement
around the world, ASICS is excited to work with SMSB, embrace founding
principles, and inspire a new generation to pursue a better life through
sport.”
Versatile Products for Urban Youth
The event highlighted ASICS’ latest footwear—the fuzeX Rush and GEL-QUANTUM 360 KNIT
models. Inspired by the aesthetics of the urban landscape, the products
deliver versatility and style to urban adventurers, backed by the
human-centric science of ASICS R&D.
The fuzeX Rush model
is a no-frills, performance shoe designed for the wide-ranging urban
explorer. The legacy of this shoe lies in the cushioned midsole which
offers a lightweight, responsive ride. The GEL-QUANTUM 360 KNIT model is a shoe for the active urbanite ready to level up their footwear with 360° degrees of advanced ASICS GEL technology.
The Big Chase event and the SMSB Crew’s role in the immersive launch of the fuzeX Rush and GEL-QUANTUM 360 KNIT
models represent a key milestone for ASICS within the evolving running
community — bringing together product quality, creativity and community
to inspire a new generation.
The fuzeX Rush
model will be available for men and women at ASICS online stores and
select running outlets worldwide and in Malaysia from February 2017, and
the GEL-QUANTUM 360 KNIT model from March 2017. The fuzeX Rush will retail for RM429 a pair while the GEL-QUANTUM 360 KNIT will retail for RM699 per pair.
*This Gel-Quantum 360 Knit just entered my wish list : for Penang Bridge Marathon 2017 :)*
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| Gel-Quantum 360 Knit |
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| fuzeX Rush |
For more information on the #run4adventure campaign and SMSB movement, please visit http://asics.com/find-adventure. The Big Chase event film can be viewed here.
Have a great running, while enjoying every one of it. - Abg D.
Have a great running, while enjoying every one of it. - Abg D.
