IRVINE, Calif., Dec. 20, 2016 /PRNewswire/ --ASICS America Corporation, a true sport performance brand, created a movement through its recent cause marketing initiative; the ASICS Extra Mile. This campaign encouraged consumers to create positive change by simply adding an 'Extra Mile' to their workout and was connected to the brand's creation story, in which founder Onitsuka was inspired to create positive change in society through sport. The ASICS Extra Mile was a multi-channel brand campaign timed to this year's TCS NYC Marathon that included digital, social, advertising, outdoor and retail activations, live events and an enhanced online experience on asics.com/extramile. The campaign benefitted Girls on the Run International, a non-profit organization dedicated to promoting healthy lifestyles for young girls. For those who went the 'Extra Mile', ASICS donated a pair of shoes to Girls on the Run. The campaign engaged and inspired people at all levels of physical fitness, bringing people with disparate backgrounds together for a common cause to generate a total donation of over $1.5 million worth of shoes.
"ASICS has such an amazing and authentic founding principle, and it was exciting to have the opportunity to bring that to the forefront with the ASICS Extra Mile campaign," said Roeya Vaughan, Vice President of Marketing at ASICS America Corporation. "Our partnership with Girls on the Run for this movement brought our like-minded groups together to create positivity in society through sport. The fact that the movement exceeded our expectations is an exhilarating validation that people continue to be inspired by the positive impact sport can make in all our lives."
During the Extra Mile campaign, which ran from October 13th until November 30th, ASICS invited athletes of all levels to go the extra mile for a good cause and offered a number of ways to engage with the brand to make a positive impact. Through the Runkeeper® app, a pair of ASICS shoes was pledged to be donated to Girls on the Run for all successful completions of the Runkeeper ASICS Extra Mile Challenge - a four-mile run – one mile over the average Runkeeper activity distance. ASICS also donated a pair for shoes for all those who participated in the Extra Mile activation in Columbus Circle in New York, and for those purchasing $100.00 worth of ASICS product at participating retail stores.
The ASICS Extra Mile campaign is a component of an existing ongoing relationship. ASICS is the National Footwear Partner of Girls on the Run, a physical activity-based positive youth development program, serving girls in 3rd-8th grade nationwide which serves as a platform to teach girls to be joyful, healthy and confident using a fun, experience-based curriculum which creatively integrates running.
"For me, giving back is everything," said Lolo Jones, three-time World Champion, hurdler and American Record Holder and three-time Olympian in both the winter and summer games. "Someone gave me my first pair of running shoes, and I understand the huge impact this can have for a young girl. Having the opportunity to work with ASICS and Girls on the Run to give back and empower today's kids is something that really comes full circle for me."
Providing shoes to Girls on the Run participants will give the organization's staff the opportunity to allocate more of their resources towards program development and expansion; allowing for Girls on the Run to further their mission and positively impact the lives of more girls nationwide. The 50,000 ASICS shoes will be dispersed among various Girls on the Run councils across the country based on need and geographic location and will help ensure that all participants have a safe and rewarding program experience.
For more information on the ASICS Extra Mile Campaign please visit: http://www.asics.com/us/en-us/extramile
Anima Sana In Corpore Sano, meaning "A Sound Mind in a Sound Body," is an old Latin phrase from which ASICS is derived and the fundamental platform on which the brand still stands. The company was founded more than 60 years ago by Kihachiro Onitsuka and is now a leading designer and manufacturer of performance athletic footwear, apparel and accessories. For more information, visit www.asics.com. Follow @ASICSamerica on Facebook, Twitter, Instagram and YouTube for exclusive content and real-time news around ASICS products, events, and elite athletes.
About Girls on the Run
Girls on the Run is a physical activity-based positive youth development program for 3rd - 8th grade girls that has served over one million girls across the country. Participants develop and improve competence, feel confidence in who they are, develop strength of character, respond to others and oneself with care, create positive connections with peers and adults and make a meaningful contribution to community and society. Each session is led by trained volunteer coaches that guide and mentor the girls. The 10-week program concludes with all participants completing a celebratory 5k event which gives them a tangible sense of achievement as well as a framework for setting and achieving life goals.
Runkeeper is a leading mobile running app that helps people of all fitness levels get out the door and stick with running forever. It lets you easily track workouts, set goals, connect with community, and stay motivated. One of the first apps in the App Store launch in 2008, Runkeeper now has more than 50 million users across over 180 countries. The app is available in 12 languages: English, Spanish, French, Italian, German, Brazilian Portuguese, Japanese, Swedish, Dutch, Russian, Korean, and Simplified Chinese. Runkeeper was acquired by ASICS in March 2016 and is a proud member of the ASICS family. For more information visit www.runkeeper.com and follow @Runkeeper on Facebook, Twitter and Instagram.
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SOURCE ASICS America Corporation