The ASICS GEL-KAYANO 25 is a running shoe so advanced, the only thing holding runners back is their minds. While wearable fitness trackers, music and scenery pamper the mind, inadvertently making the body more injury prone, ASICS believes in strengthening it. What if we could find a way to highlight this to the running world, making them look at their mind as a runner’s muscle and putting our shoe at the center of the conversation?
Our answer to that question was the Blackout Track. We built the world’s first runner’s track to train the mind. Together with sport scientists, we constructed an indoor track with no music—pink noise speakers to create an audio vacuum; no tech—removed with metal detectors; no scenery; no starting line; and no finish line.
ASICS Blackout Track gets right to the heart of what matters to running fans: performance. The one-of-a-kind running experience was tried and tested by premiere running athletes, admired in the running community, as well as by influencers and journalists. It elevated conversation way beyond the product itself and positioned ASICS as the brand that supports a runner’s performance in every way: body and mind. ASICS’ exploration of the running experience was used to connect running fans to the ASICS brand in an authentic and powerful way, turning around some incredible results for the business, as well as the runners. Journalists, influencers and talent lined up to take part in the experience and to help us spread our message over the world.