Asics strands athletes on its 'Blackout Track' for a mindfulness marathon
Asics has created a 'blackout' running track designed to train runners to appreciate the role the mind plays in exercise and promote its new Gel Kayano 25 range.
The sports brand, which recently opening up to The Drum about the power of mindfulness in running, has created a meditative experience devoid of distractions like smartphones and devices. Its 'Blackout Track' experiment is lit by spotlight to blur out any distracting variables.
Cloaked in darkness with no tech, music, scenery, or other such comforts, athletes convened at the track to feature in a new campaign from the apparel company.
The hope is that the trial highlights how vital a well-functioning mind and mentality is for any run.
The custom-built track is being housed in Printworks in East London and a video features athletes including Olympic medallist and American record holder Deena Kastor, Dewi Griffiths, Susie Chan and Iwan Thomas having a go. The brand sent them on their way, wearing the Asics Gel Kayano 25.
The stunt was put together by Edelman UK and production partner Unit9.
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Paul Miles, chief marketing officer of Asics, said: "Asics was founded on the belief that a sound body fuels a sound mind, so this campaign goes right to the heart of who we are as a brand.
"Our promise is to bring our founder’s vision to life in the modern-age – where negative distractions of the mind can prevent us from reaching our potential and going the distance."
The content will be used to mobilise and motivate Ascis running communities across its app and social platforms.