ASICS, sneaker manufacturer and long-time SGK client, had a challenge: to get their new SUPERBLAST™ shoe noticed. By elite runners and everyday fitness buffs. In the middle of the New York City Marathon. On electronic billboards in Times Square and on fabric banners along the marathon route, as well as social media, buttons, print, and digital channels. Oh—and they had 7 weeks to go from initial idea to ads on the street.

Being visible everywhere
Reminiscent of classic superhero origin stories, SGK built the campaign around a space-age super-shoe. It was inspired by images of the SuperBlast shoe arriving from space and “landing” on the marathon’s first day.

To stand out even more, SGK used printed newspapers as the central motif for the campaign. Even in a day where daily papers aren’t as common, the image immediately evokes the excitement of “Extra! Extra! Read all about it!” Newspapers are accessible to everyone, not just a niche group following a special hashtag. This excitement, spreading like wildfire throughout the running shoe community, was exactly the dynamic ASICS wanted.

Getting everyone excited
In the 7 weeks leading up to launch, glimpses of the new shoe—and newspaper headlines—appeared across social media. What WAS that sighting? Is it a bird? Is it a plane? When ASICS revealed 3D art of the shoe on Instagram, it became the most-liked ASICS post of the entire year. Finally, the marathon began, the billboards went up in Times Square, and the shoe’s branding appeared along the route. The mysterious shoe had finally arrived, to an enthusiastic audience that included elite runners and everyday consumers.