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ASICS unveils blackout running track to highlight the importance of mental strength

The ASICS Blackout Track
The ASICS Blackout Track

ASICS has unveiled the Blackout Track, a sports track in east London aiming to help runners win the ‘mental race’ by freeing them from any distractions.

The 150-meter course is set in complete darkness and features no technology, no music, no finish line and none of the other comforts associated with training for a marathon, thus forcing the runner to focus on synchronizing the mind and body. The initiative supports the launch of the Gel Kayano™ 25 shoe.

“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,” said ASICS’s global CMO Paul Miles. “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.”

During the launch campaign, the track will also host a series of events to demonstrate the idea that in running it’s not the strongest physique that goes the long distance, but the strongest mind. Events include a 10K ‘mental marathon’ and a scientific experiment that shows the importance of mental strength for physical fitness.

“By exposing how easily the mind can be influenced, the campaign is designed to remind athletes of any ability about the importance of training both the mind and body, to reach their goals in sport and life,” said Fiona Berwick, strategic planner in ASICS’ global marketing team.

The track initiative was inspired by a technique practiced by long distance runners such as the Japanese, in which they run in loops for one or two miles without any technology.

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Wrangler launches interactive adventure map series

Wrangler_bornready

Wrangler has teamed up with explorer Alastair Humphreys to produce a series of interactive maps based on local adventures in and around the UK, as well as in Germany and Poland.

The guides aim to encourage even city-dwellers to experience the great outdoors, and accordingly include activities curated by Humphreys that are available to do within an hour of London, Manchester and Edinburgh.

Almost 100 adventures are featured in total, ranging from challenging hill cycles to alfresco swims. Each one also includes tips from Humphreys on what to wear and bring.

Wrangler_bornready_maps

Users can also share their own everyday adventures to be in with the chance of winning a number of different prizes from Wrangler.

The initiative is part of the brand’s Born Ready campaign, which celebrates its new performance denim collection; a line of insulating, water resistant and stretch resistant jeans. A TV ad featuring urban adventurers on location in North America, has also launched. You can watch it here:

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social media technology

Fabergé fans to create digital portrait animations at Harrods

Fabergé Cinescope - Firebird in Cage

Fabergé is set to host a heritage-inspired digital installation in Harrods as part of its Easter-themed pop-up from April 1 – 21.

The ‘Fabergé Cinescope’ will enable visitors to try on jewellery via a digital mirror and then create a one-of-a-kind animated portrait of themselves that can be shared across social media.

These portraits are based on a Victorian novelty concept – the trompe-l’oeil optical effect created by placing two images on either side of a disk and rotating them quickly to make them look like one (as per the video below).

Fabergé says marrying innovation with tradition is always its aim, and in this case its “transforming a period toy into a digital-age concept”.

The initiative is being run in collaboration with Russian style icon Miroslava Duma. It will also see the story of the Fabergé jewellery house retold via the Harrods windows, and an ‘Egg Bar’ showcasing the iconic precious egg pendants. An exhibition space will present other historic pieces from the brand, including the original 1901 Fabergé Apple Blossom Egg never seen before in the UK.