On January 27, 2017, we took 60 unsuspecting running influencers from 12 countries back in time by turning their ordinary city run into an immersive theatre experience, choreographed around iconic LA landmarks.

On January 27, 2017, in downtown LA, we took 60 unsuspecting running and fitness influencers from 12 countries and 5 continents back in time by turning their ordinary city run into an immersive theatre experience.

The story immersed the influencers into a film noir thriller full of suspense, action, mystery and of course, a femme fatale. Using a customised communications and runner-tracking system, mapping, routing and timing, the runners were choreographed across a 5km urban course taking in iconic LA landmarks including the Roxie Theatre, Dutch Chocolate Shop and Angels Flight Funicular, where they encountered characters straight out of a classic suspense film.

As the event unfolded, the influencers shared photos, videos and stories on their social profiles. A film documenting the experience was then created and shared on YouTube, Instagram, Twitter, Facebook, and several PR channels.

The participating running and fitness influencers alone, generated a total of 27.4 million global impressions across Instagram, Facebook and Twitter.

In just 3 days, ASICS’ social media channels received over 687,000 positive comments about the event.

Inspired by the event, the participating influencers have started to implement their own social running groups within their respective cities.