Welcome to Award Winning Stories, a regular video series exploring the stories behind some of the winning work from The Drum Awards.
Last year, Asics needed to launch it's running shoe Glideride as well as drive fame and enhance perception of the brand for high-performance running.
Sports brands are celebrating whoever crosses the finish line first, while runners obsess over that next line. But Asics wanted to see if the finish line actually holds us back from reaching our true potential.
Creative director, Jamie George Cordwell of the brand's agency, Edelman, talks through the project which introduced the world’s first race without a finish line and the success it saw at The Drum Awards for Marketing.
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To view other award-winning stories, see The Drum’s Case Study section.