The Japanese sports brand ASICS is the technological leader in the running shoe segment. The Gel-KinseI is the latest innovation from ASICS. Prior to the official launch, the shoe should be presented to the world’s most important retailers during the World Championships in Athletics in Helsinki.

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.

A mini arena was built inside the top floor of a hotel. 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 never seen before wondershoe.

(All documented in the film documentary of this entry.)