With spring finally here the marathon season is getting into full swing. In tandem, ASICS has released a new, short 90 second video entitled ‘We Are Marathoners’ which explores the passion, dedication and determination of marathon runners all around the world.
‘We Are Marathoners’ celebrates the 1% of the world’s population who have taken part in a marathon. The print and film campaign is part of ASICS’ 2014 ‘Better Your Best’ global campaign and targets key marathon dates in the running calendar, including the ASICS sponsored Greater Manchester Marathon and Belfast City Marathon.
The video will be delivered across social media platforms and hosted on the brand’s You Tube channel from 31 March.
The 90 second video highlights the various rituals and intricacies of what it’s like to be a marathon runner and explores the lengths everyday sportspeople take to prepare for the gruelling 26.2 mile challenge. As ASICS notes, the marathoners’ world involves planning and personal sacrifice, but they do it simply because they love running.
The video opens with a runner who has meticulously arranged her outfit the night before a marathon, and this is followed by shots of fellow participants as they prepare for race day with humorous anti-chaffing procedures and special shoe lace knots.
The uplifting video features a number of defining statements throughout the narrative to describe the traits involved with being a marathoner: ‘We have our own fashion sense’, ‘we have our own knot’ and ‘we run until we can’t walk’.
Produced by 180 Amsterdam, the video is set to Cary Haun’s upbeat track ‘Make it to the Top’ and features footage from the 2013 Melbourne Marathon.
