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Asics. Eternal Run. What if finish lines are holding runners back?
AGENCY: EDELMAN DEPORTIVO LONDON We tend to think that finish lines inspire runners, but really all they do is tell runners when to stop. With the launch of Asics GLIDERIDE™ with energy saving technology, we wanted to prove its efficacy without the limits of a finish line.
To help us we invited runners from all jogs of life to join the world’s first race without a finish line at the endless Bonneville salt-flats in Utah. What happened out there amazed no-one more than the runners themselves: About 70% of them ran further than they’d ever ran before. A 55 year old woman accidentally ran a marathon - a distance she had not attempted in 15 years.
To tell the story we got Netflix directing duo ZCDC to follow three runners as they prepare for and run the Asics Eternal Run.
In the months leading up to the race our runners went through a running program, designed by premier sports scientist Samuele Marcora, to determine their optimal pace. Optimal pace for us meant finding the pace where they are their most efficient, where they keep running for the longest.
With their pace set, it was only down to the energy saving technology of the ASICS GLIDERIDE™ shoes on their feet, and sheer willpower to keep them going in the Eternal Run.
Basecamp, hours before race start.
Briefing before race starts.
The star of the race, ASICS GLIDERIDE™
The race started just before sunrise, to give the runners the best possible conditions.
A live updated interactive map at basecamp
Runners were given a red banner to signal to support crew when their race was over.
Wayne Bridge, former Chelsea and England national team player, was the second last player to wave the red flag. He ran further than he ever had before.
Liz McColgan, former world champion, at age 55 was the last runner to wave the red flag. She ended up running 40+ km, nearly a marathon, a distance she hadn’t ran in 15 years.
Hands down the strongest human I’ve ever met, a true athlete.