After working together last year on the “All Runners Welcome” ad campaign, Foot Locker and Asics are teaming up again on another marketing initiative celebrating everyday runners and their sweat-filled dedication to the sport.
The “Real Lives. Real Runners” campaign is expected to debut this fall during the buildup to the annual TCS New York City Marathon, but this week, the sporting-goods retailer and athletic brand announced a crowd-sourced element of the program.
Filmmakers are being invited to submit short films identifying authentic athletes and documenting their experiences, in particular why they run and how the sport impacts their lives. Interested participants should submit pieces at Mofilm.com that are up to three minutes in length, with additional 30- and 60-second versions. The deadline for submissions is Sept. 7.
“Last year’s ‘All Runners Welcome’ campaign invited runners of all sizes, abilities and personalities to visit Foot Locker for running gear to meet their individual needs,” Stacy Cunningham, EVP of marketing for Foot Locker, said in a statement. “This year, we’re tapping filmmakers to help us find and tell the fascinating stories of the different types of inspiring runners out there.”
The five finalist videos will air digitally on Foot Locker’s YouTube channel throughout October and will be shared on the two companies’ social media channels. The winning film will air nationally during the TV broadcast of the New York marathon on Nov. 1.
Additionally, Asics, a longtime sponsor of New York’s favorite road race, has created a special graffiti-covered capsule collection of its new Gel-Quantum 360 for the marathon. The shoes are set to launch this summer and — for the first time — will feature Asics’ popular gel cushioning throughout the length of the shoe.