Fayola Douglas
Apr 2, 2020

Asics hosts virtual-reality shoe launch

Global preview event takes place online after plan to host physical event later this year in Tokyo altered because of coronavirus.

Asics hosts virtual-reality shoe launch

Sportswear brand Asics held its first virtual-reality shoe launch yesterday (Tuesday) after changing its plans to host a physical event later this year in Tokyo.

The brand was due to unveil three shoes at the Innovation Summit in Tokyo in August. A video of the launch will remain available on YouTube in 360-degree format.

The new shoes were Metaracer, a distance racing shoe; Metasprint, a spikeless track shoe; and Metarise, a volleyball shoe.

Yasuhito Hirota, president and chief operating officer of Asics, said: "We believe that now, more than ever, it’s really important to remember the positive impact of sport for individuals and society. Exercise uplifts people, so they achieve a sound mind through a sound body. And what better way to showcase Asics innovation than taking people to a virtual innovation lab that brings our technology to life."

Asics has also opened access to its Asics Studio at-home workout app for the duration of the lockdown to help people exercise at home.

Solarflare Studio worked alongside Edelman to deliver the project.

Source:
Campaign UK

Related Articles

Just Published

7 hours ago

Coca-Cola media business contract lies between ...

Incumbent WPP first won the business in 2021, and formed a bespoke unit called WPP Open X dedicated to the beverage brand client.

8 hours ago

Greenwashing allegations against Mars lead to AMV ...

Former creative partner at the agency Polina Zabrodskaya alleges 'harassment and discrimination' after raising concerns about campaigns.

8 hours ago

WPP and Bain mull sale of Kantar Worldpanel data ...

The deal could give WPP, which owns a 40% stake in the research company, a new source of cash after the ad giant suffered a $55 million profit drop in its latest earnings.

8 hours ago

Clean Creatives highlights fossil fuel risks in ...

The group is urging shareholders to demand greater transparency on fossil fuel-related risks, before approving the merger.