Hello New York: Asics Marathon Campaign


If you call NYC home, odds are you have come face to face with the emotionally charged ad campaign that Asics launched for the NYC marathon. The first time we saw it at the Bryant Park station, we were overcome with a range of feelings that transcended typical marketing initiatives.


Shot by Paul Aresu – his gritty photography has become synonymous with the hero’s journey of an athlete – captures the true struggle of the NYC Marathon through the use of real runners.


The slogans or affirmations (depending on where you stand -> the course or the sidelines) have an existential undertone, creating an atmosphere that anyone can relate to. This is one of the best campaigns we have seen in a while…. Asics, you had us at Hello.




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Hello New York: Asics Marathon Campaign

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