How can we convince retailers to come to Helsinki? And how can we surprise and astound them? Inside the hotel, where all invited guests stayed, a whole mini arena was built up. When the retailers got to the top floor, they found themselves in an arena with tribunes, a running track and a gigantic cube as projection screen. The motto for the show was “The Masterpiece Is Completed”. A mysterious, small plastic card was sent out as an invitation. Being put together, all the pieces created an object: An overdimensional wire frame of the wondershoe. The wire frame’s completion marked the beginning of the show.

With 35,000 immediate orders the demand exceeded the expectations five times. The shoe was sold out Europe-wide within two weeks. The launch of the Gel-Kinsei was the most successful trade product launch in the history of ASICS.