We were given the brief to leverage ASICS’ sponsorship of the 2017 International Association of Athletics Federations (IAAF) World Championships in London and Regent Street Flagship store opening to introduce ASICS’ brand ‘refresh’ and new brand tagline ‘I Move Me’ and repositioning back to their anima sana in corpore sano (Acronym ASICS) founding principle of ‘a sound mind and body’ – based on the notion and movement and sport have the opportunity to benefit you physically and mentally. Engage a new, younger, more diverse audience with this message.

Run the Tube was an 85m multisensory experience, made from hoops of light that respond to music being played. The experience had two curated soundscapes, designed to lift people up in the morning and relax in the evening.

Over nine days, Run The Tube toured three public London locations, each targeting a different audience.

.

August 2-4: Leake Street Tunnel, due to its close proximity to Waterloo. Filling the length of the tunnel, Run the Tube offered runners, cyclists and pedestrians a mood boosting commute to and from work and university.

August 4-7: Queen Elizabeth Park for the opening of the IAAF World Championships, offering families a fun experience during the weekend and entertaining those attending the late night sessions.

August 7-10: Run the Tube took over a path across Clapham Common, one of London’s most visited parks, targeting sports teams, commuters, walkers and the abundance of 18-30 year olds.

Run the Tube was an 85m multisensory experience, made from hoops of light that respond to music being played. The experience had two curated soundscapes, designed to lift people up in the morning and relax in the evening.

Over nine days, Run The Tube toured three public London locations, each targeting a different audience.

.

August 2-4: Leake Street Tunnel, due to its close proximity to Waterloo. Filling the length of the tunnel, Run the Tube offered runners, cyclists and pedestrians a mood boosting commute to and from work and university.

August 4-7: Queen Elizabeth Park for the opening of the IAAF World Championships, offering families a fun experience during the weekend and entertaining those attending the late night sessions.

August 7-10: Run the Tube took over a path across Clapham Common, one of London’s most visited parks, targeting sports teams, commuters, walkers and the abundance of 18-30 year olds.