This week, ASICS launched the FlyteFoam Fast Series to international guests with a 60m sprint at the top of Tower Bridge, one of London’s most iconic landmarks. The ASICS FlyteFoam Fast Series is a brand-new collection of special speed-oriented running shoes featuring the company’s innovative FlyteFoam midsole material, and including the new NOOSA FF, GEL-DS TRAINER 22 and a colour-updated DynaFlyte.
Transforming the two panoramic high-level glass walkways in Tower Bridge, 40m above the river Thames, ASICS created an immersive experience that pushed runners to smash their own speed record on a specially designed flight path.
ASICS flight attendants were on hand to prep the runners in the ‘take-off zone’ ahead of their FlytePath experience. An aviation themed sprint, including wind machines, sequenced lights and sound effects created ‘the ultimate speed experience, encouraging guests to not just run, but to fly’.
The special guest on the night was elite ASICS athlete Jan Frodeno, Olympic gold medallist and two-time IRONMAN World Champion. The German triathlete fronts the FlyteFoam Fast Series campaign alongside American track and field athlete, Candace Hill.
The event was hosted by model / presenter Vogue Williams and broadcast on Facebook Live achieving over 65,000 views.
“We’re excited to offer the award-winning FlyteFoam technology to more runners across a new range of models,” said Paul Miles, Senior General Manager, Global Marketing Division at ASICS Corporation. “At ASICS, we are committed to providing runners with the guidance and tools to maximize their potential in sport. So, in addition to our committed in-store foot experts, we are introducing Pace Academy, an exclusive in-app program that offers runners advice on how to improve their speed.”
Commenting from the event, Jan Frodeno said, “The launch of FlyteFoam series on Tower Bridge was a unique way to help people fly. As an athlete, I’m always looking to improve but everyone should be able to experience the feeling of going faster without any extra physical effort.”
ASICS’ patented FlyteFoam midsole technology – first introduced in the MetaRun concept shoe in 2016 – has now been introduced into the FlyteFoam Fast Series and caters to runners across a broad range foot types and running styles. The range features three shoes engineered with lightweight cushioning to deliver the feeling of speed to a broad spectrum of runners across foot pronation patterns, experience levels and running goals.
- DynaFlyte: the latest colour iteration of DynaFlyte. Full- length FlyteFoam midsole delivers lightweight cushioning
- NOOSA FFTM: featuring a full-length FlyteFoam midsole, breathable upper and wet grip rubber outsole
- GEL-DS TRAINERTM 22: a medium-high stability shoe. Dynamic Duomax support enhances stability and comfort
To help store visitors find the right shoe for their needs, ASICS stores worldwide use ASICS FOOT ID and Gait Analysis technology to provide advice based on specific running patterns and pronation types. In-store experts also coach runners of all levels on which shoe fits their running style, and share tips on training for a customized running experience. These experts are equipped with the most up-to-date information on ASICS’ new releases, including the next-generation FlyteFoam Fast Series.
ASICS Pace Academy on Runkeeper
Alongside the FlyteFoam Fast Series, ASICS has introduced Pace Academy, a series of Runkeeper workouts, pro tips and inspiration from top athletes. ASICS Pace Academy will serve as a platform to help runners improve their speed. Within the Runkeeper app, workouts will be tailored to each runner’s ability, complete with audio coaching.
ASICS Pace Academy will be available on the Runkeeper app from mid-April in English and from mid-May in other languages.