ASICS Celebrates Urban Running Movement At Global Launch Event In Los Angeles
ASICS launches two new footwear models and reveals plan to create social run crews in major cities around the globe
IRVINE, Calif., Jan. 31, 2017 /PRNewswire/ -- Downtown Los Angeles served as the backdrop for an ASICS global launch event to celebrate urban running culture. Over the weekend, ASICS unveiled two new models of footwear designed for urban running – fuzeX Rush and GEL-QUANTUM 360™ KNIT. The brand unveiled ASICS' first-ever global social running initiative, the SMSB Crew. The SMSB Crew, which stands for ASICS' founding principle 'Sound Mind, Sound Body,' will launch in major cities globally over the course of 2017 and create cultural communities of people with a shared passion for fitness and sport.
Media: For images of the event and product details, visit here.
The Big Chase
'The Big Chase' was one of the highlights of the weekend as attendees – media and influencers from around the world – were led on an interactive urban adventure by members of the London-based SMSB Crew. Testing out the new footwear and bringing together physical fitness and street smarts, 'The Big Chase' put participants in the role of old-school L.A. detectives. The story took attendees through the streets overcoming obstacles and unraveling clues on a chase through downtown L.A. Runners tracked down leads at an eclectic collection of locations including the Roxie Theatre, Dutch Chocolate Shop and Bank Reserve Building.
Further, to leave a lasting legacy in downtown L.A. that celebrates the urban running culture, ASICS commissioned local street artist Christopher Konecki to create an original mural. The mural, located at 247 South Main Street, will remain in the neighborhood for the remainder of the year.
SMSB Headlines the Event
As ASICS looks to expand beyond performance running, the brand is introducing SMSB Crews that will bring together a community that shares a passion and holistic approach to a life well-lived through sport.
Launching in six major cities globally in 2017, each SMSB chapter aims to bring together fitness enthusiasts and influencers, representing a wide range of backgrounds, including photographers, yoga instructors, designers and runners.
"The acronym SMSB stands for 'Sound Mind, Sound Body' and represents a philosophy I am very passionate about and defines the mentality of these running crews," said Charlie Dark, SMSB Global Ambassador. "I am excited to have the opportunity to support ASICS in this endeavor as the brand looks to connect with consumers on a new level."
ASICS Corporation's Senior General Manager, Global Marketing Division, Paul Miles, also applauded the collaboration, commenting, "With the growth of the urban running movement around the world, ASICS is excited to work with SMSB Crews, embracing shared founding principles, and inspiring a new generation to pursue a better life through sport."
New products for the urban runner
The latest footwear models introduced by ASICS – the fuzeX Rush and GEL-QUANTUM 360™ KNIT – are not only inspired by the aesthetics of the urban landscape, but also deliver versatility and style for the urban runner.
fuzeX Rush is a performance shoe that features fuzeGEL technology from heel to toe to provide responsive cushioning for any type of impact on a range of training surfaces. GEL-QUANTUM 360™ KNIT is a shoe for the active urbanite ready to level up their footwear with 360° degrees of advanced ASICS GEL® tech.
fuzeX Rush will be available for men and women at ASICS online stores and select running outlets worldwide starting February 2017, and the GEL-QUANTUM 360™ KNIT from April 2017.
The Big Chase and SMSB Crew's role in the launch of fuzeX Rush and GEL-QUANTUM 360™ KNIT merged social, creativity and community to inspire the new and reinvigorate those who are familiar with the brand.
For more information, please visit http://asics.com/find-adventure
About ASICS
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.
SOURCE ASICS America
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