ASICS America Corporation has launched its ‘most technically-innovative sports performance footwear ever’, the new GEL-Quantum 360, which the company notes will provide athletes with ‘360 degrees of its award-winning GEL Cushioning’.
The new shoe, more than five years in the making within ASICS’ Institute of Sports Science in Kobe, Japan, was created to deliver ‘a one-of-a-kind experience for athletes of all kinds, providing maximum shock absorption and unmatched durability.’
“The new GEL-Quantum 360 is unlike any other performance shoe ASICS has created,” said Tom Garza, Senior Director of Product, Footwear at ASICS America Corporation.
“People know and love ASICS GEL technology and tell us all the time they want more of it, so we are giving it to them. We are bringing one of the most technically-advanced sports performance shoes ever to the market in the GEL-Quantum 360. It is a game-changer in terms of cushioning. You feel it the second you put it on.”
The ASICS GEL Cushioning System is the ASICS brand’s patented cushioning technology, which reduces shock during the impact and toe-off phases whilst running and allows movement in multiple planes as the foot transitions through the gait cycle.
With the GEL-Quantum 360 the company has claimed to take cushioning to the next level with the new shoe. To provide athletes with the maximum possible shock absorption without sacrificing stability, the GEL units are strategically placed throughout the shoe. The GEL-Quantum 360 is positioned as being perfect for athletes demanding an ultimate performance shoe that will keep them going that extra mile at the gym or on the road.
Engineered with the athlete in mind, the discrete construction of the full length TRUSSTIC SYSTEM technology collects and releases energy for a spring-loaded ride to help runners power through each workout. The shoe also includes an advanced ‘barely-there FluidFit upper’ to provide strategic support for greater comfort.
With colour combinations, ranging from ‘Flash Coral/Pink Glow/Flash Yellow’ and ‘Zebra/Lightning/Blue Light’ for women to ‘Turquoise/Black/Flash Yellow’ and ‘”Hot Orange/Black/Blue’ for men, the GEL-Quantum 360 is available in 20 colourways across the line. The GEL-Quantum 360 will also serve as the official 2015 TCS New York City Marathon shoe, featuring a limited-edition NYC-inspired graffiti design.
The GEL-Quantum 360, available for men, women and kids, retails at US $170 for adults and US$120.00 for kids. It is available nationwide across the US, and in international markes, starting today, 15 July, at select specialty and sporting goods stores and online at www.asicsamerica.com.
‘GEL RUNS DEEP’ campaign
To celebrate the creation of the new shoe, a marketing campaign featuring the theme ‘GEL RUNS DEEP’ will support the launch of the GEL-Quantum 360, including paid digital, mobile, print, in-store displays and out of home, a dedicated GEL-Quantum 360 web page, a consumer contest and social media engagement.
ASICS is partnering with more than 300 select retailers nationwide across the US to launch the ‘Where’s GEL-Y?’ contest, a social media activation where users can participate in three interactive photo challenges on Instagram for a chance to win a pair of the shoes.
Consumers can visit www.asicsamerica.com/wheresgely to learn more about the innovative shoe, as well as the ‘Where’s GEL-y’ activation, where the photo challenges will be revealed on 17 July. The designated hashtag for the contest is #WheresGELy and the hashtag for the overall campaign is #GELQuantum360.
GEL-Quantum 360 specification
The men’s GEL-Quantum 360 weighs approximately 11.9 ounces, with the women’s version weighing approximately 9.9 ounces. The men’s heel height and the forefoot height is 22mm and 12mm respectively. For the women’s, the heel is 21mm and the forefoot is 11mm.
Features of the innovative shoe, include:
- Rearfoot and Forefoot GEL Cushioning Systems
- FluidFit technology
- HEEL CLUTCHING SYSTEM
- Seamless Construction
- TRUSSTIC SYSTEM
- Solyte Midsole Material
- ComforDry X-40 Sockliner
- ComforDry Lasting
