Here’s a great experiential execution from ASICS to coincide with their sponsorship of the ING New York City Marathon. ASICS installed a 60-foot video wall at the Columbus Circle subway station and challenged passersby to race against Ryan Hall, U.S marathon runner. Luckily no injuries were caused as people raced against the video of Ryan, and few people could keep up with his 6ft 10 stride length and 4:46 mile pace. Ryan even turned up to race against himself.
It’s a great way to bring a level of physical interaction with the brand to a subway, a space that is usual pretty subdued. It’s also great to see an innovative idea like this one used as a way to extend the sponsorship beyond the actual race. Created by our friends at Vitro & ASICS America.