TCS New York City Marathon sponsor Asics ran a 2016 cause campaign that encouraged participants to make a positive social impact through their running by adding an ‘Extra Mile’ to their workout and to the marathon itself.
In addition to working with Footlocker on the ‘Real Lives. Real Runners’ campaign, Asics
To commemorate the 2016 race, Asics tied-up with Runkeeper on the #ExtraMile campaign to raise funds for non-profit ‘Girls on the Run’ in order to promote self confidence and healthy lifestyles for young girls through running.
As the average Runkeeper workout is around three miles, this initiative challenged runners to go the #ExtraMile and run four!
ASICS, a NYRR Foundation Partner and the official footwear and apparel sponsor of the TCS New York City Marathon (for which it has secondary presenting partner title status), encouraged runners to complete an extra mile anytime between 17 October and 30 November and for each one completed Asics is donating a pair of running shoes to Girls on the Run in your honour.
While a direct retail-led strand of the initiative also saw the sportswear brand donate a pair of running shoes to Girls on the Run for every US$100 spent on Asics products at selected New York and nationwide retail locations.
The initiative was hubbed around a bespoke section of the Asics core website at http://www.asics.com/us/en-us/extramile and was promoted with Asics commercials,
and online video fronted by Team ASICS athlete endorsers and Olympians Gwen Jorgensen (triathlon) and Lolo Jones (hurdling/bobsled) – who both ran the 2016 marathon.
Next stop for @gwenjorgensen, NYC. #tcsnycmarathon #TeamASICS #ExtraMile pic.twitter.com/3dQdfcvOq9
— ASICS America (@ASICSamerica) November 3, 2016
The project was also amplified socially,
.@gwenjorgensen & @lolojones share what the #ExtraMile means to them & why it matters. #ASICS #TCSNYCMarathon pic.twitter.com/9BAsihTGjl
— ASICS America (@ASICSamerica) November 7, 2016
Helping girls gain confidence to cross the finish line. Complete our #ExtraMile challenge to donate to @gotri -> https://t.co/wFixlZVWvM pic.twitter.com/IhcfBcT0fJ
— ASICS America (@ASICSamerica) November 7, 2016
#ExtraMile Monday. We challenged our athletes & @gotri coaches to run one more mile after race day to give girls a chance to run. #ASICS pic.twitter.com/wWWAQOioQz
— ASICS America (@ASICSamerica) November 7, 2016
and the brand encouraged all runners to share their own personal Extra Mile stories across their social channels using the #ExtraMile hashtag.
The moment the race becomes real. What is your #ExtraMile story? Share with us using the hashtag. #TCSNYCMarathon pic.twitter.com/iDQvZOPOub
— ASICS America (@ASICSamerica) November 5, 2016
Asics even provided #ExtraMile runners with warm up treadmills in a branded space beside the race start line.
Running the #ExtraMile isn’t always easy. So we brought the treadmills to you. Watch to learn how you can donate to @GOTRI in NYC. pic.twitter.com/mkcPBPqQj6
— ASICS America (@ASICSamerica) November 4, 2016
This ‘Extra Mile’ campaign was a core part of its 2016 TCS New York City Marathon ‘Get Your New York On’ initiative through Smile Markers.
Smile Markers are map-pin-shaped markers that appear on bus shelters,pavements, outdoor poster sites, and bike shares at 27 points along and around the 2016 TCS New York City Marathon course.
These Smile Markers highlight noteworthy facts and elements of the TCS New York City Marathon.
While a linked strand of the Smile Markers initiative saw it turned into a mobile game that invites fans to ‘unlock’ markers to gain access to a unique digital experience at each location.
To commemorate Asics’ ‘Extra Mile’ initiative, a customized 27th ‘Extra Mile Smile Marker’ was located at the Asics store in the Meatpacking District (420 W. 14th Street).
26.2 miles not enough? Go the #ExtraMile & find bonus Smile Marker #27 at @ASICSamerica store! Take a pic w/ #SmileMarkers & #TCSNYCMarathon pic.twitter.com/skTPnr83Hi
— TCS NYC Marathon (@nycmarathon) October 22, 2016
The Extra Mile campaign celebration will continue on Marathon Monday, with a ceremonial one-mile run starting at the race finish line in Central Park at West 67th Street.
25 runners who embody the spirit of the campaign, including ASICS elite athlete, first-time marathoner and Rio 2016 Olympic gold medallist Gwen Jorgensen and Girls on the Run members will be among the participants.
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The initiative achieved enough engagement and participation to raised the funds to donate more than 26,000 shoes to the cause.
We’ve hit over 26,000 pairs of shoes for @gotri! Thanks to everyone for going the #ExtraMile. Come run 1 more with us in Columbus Circle. pic.twitter.com/iZ0P7bFInW
— ASICS America (@ASICSamerica) November 4, 2016
Other elements of Asics activation included backing ‘The TCS New York City Marathon Store Presented by Asics’ available for runners and visitors at the TCS New York City Marathon Health and Wellness Expo.
This branded space enabled Asics to showcase (and sell) its special edition footwear, apparel and accessories,
So it begins. Grab all the gear you need to go the #ExtraMile at the #TCSNYCMarathon Expo. pic.twitter.com/fUDSlcwmlR
— ASICS America (@ASICSamerica) November 3, 2016
which were also amplified socially across the brand’s platforms.
Marathoners are getting ready to head to the start line. What gear is a must for you on #raceday? @evannclingan pic.twitter.com/EXBLYEOCXI
— ASICS America (@ASICSamerica) November 6, 2016
The brand even provided at-event food for runners.
Fun helping @nycmarathon runners carb up with the @ASICSamerica pasta truck! Next year…pancakes! pic.twitter.com/zpFAdpjZoa
— Ryan Hall (@ryanhall3) November 5, 2016
Links
Asics Web:
Asics Twitter:
https://twitter.com/ASICSamerica
Asics Facebook:
https://www.facebook.com/ASICS
Asics Instagram:
https://www.instagram.com/ASICS/
Asics Pinterest:
https://uk.pinterest.com/asicsamerica/
Asics YouTube:
https://www.youtube.com/user/ASICSAmerica
TCS New York City Marathon:
