Asics Summer / Spring 2009 Press Launch

November 25th, 2008 by Ransacker | Comment

So I went to the launch day of a new range of trainers from Asics at ‘Brand Nation’ near London Bridge on Thursday and one of the biggest names in running seem to be at the top of their game still.

I was given access to all of the new lines in Gents and Ladies running shoes and running wear and it was certainly a learning experience. Firstly, because I was just unaware at the true diversity that there is on offer in the world of running.

Upon entering the show-room I was met by very friendly staff who were only too happy to explain all the benefits of Asics as a brand and the fact that they have gone to town where the ‘science and technology’ of running is concerned which I would think can only be of benefit to their customers.

As is always the case when one attends functions such as this, you all of a sudden find yourself swimming in a sea of PR bumf that you take with the promise that you will read it, assuring the lovely marketing executive that they will all come in handy and you will read them. However, when you get them home and examine them,,should you find the time, you realise that they are just a swathe of buzz-words and useless information that hardly benefit you in the knowledge department whatsoever.

However, one little nugget that was revealed in one of the press releases was the new ‘technology’ that Asics have designed that unfortunately was rather skated over during the presentation which was their new ‘3D Footscan technology’ where they use cameras and lasers alongside gait analysis to map a 3D image of your foot. The equipment takes 20 seconds per foot and measures seven key points, including length, breadth, instep height, heel inclination and ball girth – all crucial factors in the finely balanced biomechanics of running.

The result is a readout that allows specialist staff to select running shoes that offer the best combination of support and efficiency, which is essential to avoid injury. All seems like a quantum leap from those childhood sliding-scale feet measurers! One thing that I’ve learned about the industry of running apparel is that there is a constant pursuit of excellence which can only be good for you and me can’t it?

Well, after a long day of people pitching how great their products are at me with, I’m off out for a run to clear my head of marketing jargon!

If you want to find out more about Asics latest 2009 running shoe range check out Carl’s posts from earlier this month; Asics Kayano 15, Asics Nimbus 10, Asics 2140 and the Asics 1140.