byLarry Eder
ASICS Three piece Diorama, 2011 ING NYCM, courtesy of ASICS communications
ASICS BRINGS “MARATHON EXPERIENCE” TO COLUMBUS CIRCLE
ASICS Signage, 2011 ING NYCM, at ToysRUS, photo courtesy of ASICS communications
-Interactive Exhibit At Subway Station Gives Fans Sensory Experience-
ASICS America Corporation, official sponsor of the ING New York City
Marathon, will launch its “Marathon Experience” at Columbus Circle Subway Station on October 31. A technological innovation, the interactive exhibit with feature 17 unique visual displays stretching the length of two football fields and will transform the station while conveying the spirit and passion behind the race.
“Run with Ryan,” a life-sized, 60-foot video display wall will feature
ASICS’ athlete and Olympic Marathoner Ryan Hall running at his incredible
race pace. Fans will be challenged to race along with Ryan to get a real
feel for just how fast he really runs, a pace he keeps up for the entire
26.2 miles.
TWC, ASICS Banners Outside, 2011 ING NYCM, photo courtesy of ASICS communications
Another exhibit, “Slices of Life” details various pieces of the marathon
experience through compelling visual interpretations. From a shoelace
sculpture that replicates ASICS tiger stripes, to the role of the New York
City Police Department to the vast number of water cups discarded during the race, each tidbit portrays a vital piece of the marathon puzzle.
Using recycled trash from prior races, a local New York City artist has
transformed the trash to art in another unique display. Everything from
band-aids and water bottles to gel packs, paper cups and other debris will
transform into a mural depicting one runner finishing the race.
“The ING New York City Marathon is a life-changing experience like no other for many runners, and it is fitting to transform a New York City landmark to pay tribute to the sport and give a small glimpse into what goes into it,”says ASICS’ Vice President of Marketing, Erik Forsell. “It’s one of the biggest road races of the year, and we will go big and bold, paying
attention to the smallest detail, to capture the essence of the marathon.”
ASICS, CNN boards, photo courtesy of ASICS communications
ASICS will use the Marathon Experience to debut the new look of ASICS’ 2012
national advertising campaign, “Stop at Never.” The campaign speaks directly to ASICS’ commitment to athletic excellence and technological innovation, the same inspirations at the core of the Marathon Experience at Columbus Circle.
Fans can follow ASICS on Twitter @ASICSAmerica and create their own tweets
with #ASICSrunsNYC.
For more on this subject, please check out the following:
###
