Asics: The Extra Mile — CARY RUBY

Creative Director | Writer

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This activation for asics at the New York City Marathon benefitted Girls on the Run, a non-profit that promotes the confidence and healthy lifestyle of young girls through running.

After the marathon, we asked runners if they would run an extra mile For a good cause.

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But we didn’t just limit it to runners. We gave runners, volunteers, supporters and all of New York City the chance to go the extra mile.

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For every extra mile they ran, ASICS would donate a pair of shoes to Girls on the Run.

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We used traditional, social and digital media to turn out NYC and nearby areas.

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Ultimately, with the help of runners, volunteers, supporters and everyone in the 5 boroughs, Asics donated 50,000 pairs of shoes to Girls on the Run.

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