Branded entertainment in Brasil is in its early stages of exploration and development. Consumers are highly engaged with social media and brand content – as long as it strikes the right balance in language and culture so that it can travel across Brasil.

Pacecolor champions what differentiates ASICS – high technology – creating a world-first innovation that allows the shoe to speak directly with Runners, feeding and rewarding their hunger to “better their best”.

In addition to the activation experience of the shoe itself - to promote Pacecolor we created a documentary that captured the experience of discovering and experimenting with the shoe, featuring one of the top runners in Brazil: Lelo Apovian - marathon runner and former Olympic athlete. Our target audience could follow the experience via the ASICS through Lelo’s social network.

Our documentary became key content we prompted on the ASICS Facebook page - shared with our 789,000 fans. Also, Lelo Apovian acted as a true endorser by personally promoting the documentary about ASICS experience with his fans on Facebook and twitter.