ASICS

In mid-2015 we realized that many Brazilian consumers did not know that running and walking shoes can be found suitable to their type of gait (neutral / overpronation / underpronation). To counteract this lack of awareness, we created the “ASICS Gait Test” – to assist consumers in their purchasing decision. We used a new technique of “reactive hot-melt adhesives”, and did a print run for distribution at ASICS’ main stores and distributors, with a special insert in the magazine Running. By stepping with both feet on the reactive hot-melt adhesive, the consumer can find out their type of gait and buy the right sneakers for their particular gait.

It was an enormous success, with the idea even being used in several countries around the world.

The project yielded 3 lions in Cannes in 2016, in print media, plus a promotional action and POS activation.