ASICS: Marathon Experience at Columbus Circle

Running a marathon can be a life-changing event, a personal transformation. For the 2011 ING New York City Marathon, we completely transformed the Columbus Circle Subway Station creating the ASICS Marathon Experience at Columbus Circle.

The ASICS Marathon Experience at Columbus Circle stretches in total over 2 football fields long, with 17 visual stations, each presenting facts, figures or images from the “Superbowl of Running.” A race this big, words simply don’t do it justice. So this year, ASICS and Vitro will let fans experience parts of the race for themselves, in a tribute to the technology, pride and passion of the ING New York City Marathon.

Run With Ryan

We Dare You to Race This Ad

Along a life-sized, 60 foot video wall, top US Marathoner Ryan Hall demonstrates his marathon “race pace.” Fans can measure Hall’s stride. And if they’re tempted to race him, it’s an amazing lesson — what feels like a sprint is actually Hall’s speed for 26.2 miles.

Recycled Runner

Using band-aids, water bottles, gel packs, paper cups, and other real marathon trash collected at other races, combined with products donated by marathon sponsors, a New York City artist transforms this race debris into an original work of art.

The Making Of

Wall of Names

For the 45,000 runners brave enough to tackle 26.2 miles, the least we could do is recognize them all by name, right? This iconic marathon image on display in the Columbus Circle Station  is actually formed by the names of every runner in the race.

Station Domination

Columbus Station will feature over 600 linear feel of ASICS displays, that’s 2 football field long.

Mantra Video

ASICS will also unveil it’s new mantra “Stop at Never” at the ASICS Marathon Experience at Columbus Circle. US Olympic Marathon Ryann Hall will be the face of Stop at Never, which will also play on the CNN digital billboard in Times Square.

To arrange interview or for more information:

John Hickman, Communications Director, Vitro

O: 619-234-0408 // C: 720-291-9003

johnh@vitroagency.com

ASICS Marathon Experience At Columbus Circle Station Brings Race To Life

Interactive Exhibits Let Fans See, Feel, The Event

(New York, NY) ASICS America Corporation, official sponsor of the ING New York City Marathon, is proud to announce the ASICS Marathon Experience at Columbus Circle, an innovative, interactive tribute to the technology, spirit and passion behind the race. Starting October 31st, the Columbus Circle Subway Station will be completely transformed into an exhibit worthy of the “Superbowl of Running,” with 17 visual displays stretching over two football fields long.

“The ING New York City Marathon is a transforming experience for runners, and we thought it was only fitting to transform a New York City landmark to pay tribute,” says ASICS VP of Marketing, Erik Forsell. “It’s the biggest road race of the year, and we decided to go big, with bold, visual displays to capture the essence of the marathon experience, down to the smallest detail, using some innovative thinking to bring the race to life.”

For anyone who ever wondered what a marathon-winning pace feels like, ASICS presents Run With Ryan. Along a life-sized, 60 foot video wall in the Columbus Circle Station, top US Marathoner Ryan Hall will demonstrate his marathon “race pace.” Fans can measure Hall’s stride. And if they’re tempted to race him, it’s an amazing lesson — what feels like a sprint is actually Hall’s speed for 26.2 miles.

Other exhibits detail slices of life from the Marathon: everything from shoe laces to the role of the New York City Police Department, to the number of water cups discarded in the race. Real race-day trash also plays a central role in an original marathon work of art: using band-aids, water bottles, gel packs, paper cups, and other debris, a New York City artist will transform trash into a mural depicting one runner finishing the race.

The ASICS Marathon Experience at Columbus Circle was developed through a partnership between ASICS and advertising agency, Vitro.

“Everyone talks about the marathon, and how it’s a life changing experience, but we knew creatively there was enormous value in letting fans see, feel, and experience what the race is really like,” says Executive Creative Director, John Vitro. “This Marathon Experience isn’t just stunning visually, but once it draws you in, it’s a true tribute one of the greatest sporting events in the world.”

ASICS and Vitro will also use the Marathon Experience to preview the bold new look of ASICS’ 2012 national advertising campaign, “Stop At Never.” The campaign speaks directly to ASICS’ commitment to athletic excellence and technological innovation – the same passions at the core of the Marathon Experience at Columbus Circle.

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About vitropress

Communications Director, VITRO
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