Asics is advertising its new sneaker technology Flytefoam with a spot in which a group of runners speed down an airport runway and look set to take flight.
The ad, by 180 Amsterdam, is stylishly directed by Jones & Tino at Stink and was filmed at Punta del Este airport in Uruguay. It sees athletes including world record breaking sprinter Candace Hill from the U.S. and German triathlete and Iron Man World Champion Jan Frodeno line up on the runway and prepare for what looks like take-off. Other runners are carried on airport trucks and emerge from hangars, while some are training on treadmills like airplanes being tested. "Don't run, fly," is the tagline.
It's part of a campaign to promote Flytefoam (which uses organic fibers for better performance) that also includes events across major European cities. Runners be able to take part in "FlytePath" challenges, where long straights in urban running routes are turned into takeoff zones, reflecting the campaign message.
Previously, Nike's Jordan brand also delivered a runway-themed ad, depiciting NBA star Russell Westbrook "lifting off."