ASICS Celebrates a Legacy of Running with the City of Angels

  ASICS Celebrates a Legacy of Running with the City of Angels

 True Sports Performance Brand Brings “We are Marathoners” Campaign to ASICS
   Los Angeles Marathon with Treadmill Challenge and Commemorative Exhibit

Business Wire

IRVINE, Calif. -- March 3, 2014

As the title sponsor of the ASICS Los Angeles Marathon, ASICS America will pay
tribute to the sport of running as it brings Los Angeles together, making
every marathoner feel like a star on race day. With more than 459,570 official
finishers since the first race in 1986 and more than 24,000 runners competing
on the Stadium to Sea course this year, the entire city of Los Angeles buzzes
with excitement on race day to support the competitors and the running
community. Leading up to race day, ASICS will bring the marathon spirit to
every boulevard of the city with its “We Are Marathoners” campaign which
showcases a mobile treadmill challenge set at the pace of the LA Marathon
course record, a limited edition ASICS Los Angeles Marathon commemorative
footwear and apparel collection, and the virtual cheering zone, “Support Your

ASICS Women's LA Marathon GEL-Lyte33(TM) 3 (Photo: Business Wire)

ASICS Women's LA Marathon GEL-Lyte33(TM) 3 (Photo: Business Wire)

“Race day in any city is one of the most memorable days of the year,
especially in Los Angeles, where the city comes to life to commemorate the
history of this iconic marathon and those that better their best by running
year after year,” said ASICS America CEO Kevin Wulff. “As a true sports
performance brand, we are honored to celebrate the tremendous accomplishments
of all the Los Angeles marathoners. From first timers to veterans and legacy
runners, all are an inspiration to the running community and we are looking
forward to cheering them on during race day.”

LA Marathon, A Legacy of Running

In 1986, 10,787 registrants ran the first Los Angeles Marathon. On March 9,
2014, 185 of the inaugural runners will cross the finish line to celebrate
their 29^th Los Angeles Marathon. They are the ASICS Los Angeles Marathon
Legacy Runners and they have completed every single LA Marathon since the
first race and they strive to continue their streak this year. These 185
runners have shown commendable, unbridled commitment to the sport of running
and have the stories to show for it. To support their efforts and celebrate
the history of the race, ASICS America will create the ASICS LA Marathon
Legacy Runners Exhibit, telling their stories and showcasing memorabilia from
past races.

The ASICS LA Marathon Legacy Runners Exhibit will travel around the city with
the ASICS LA Marathon treadmill, allowing the entire community a chance to
learn about the accomplishments of the Legacy Runners and the history of the
race. Legacy Runner John Butcher is also featured on a larger than life
wallscape on Sunset Boulevard and N. Olive drive, honoring his story and all
185 Legacy Runners.

Do You Have What It Takes?

Race fans have the chance to test their speed against a champion marathoner's
pace by taking the ASICS LA Marathon treadmill challenge. The one-of-a-kind
custom-built treadmill with a safety harness runs at only one speed, the LA
Marathon course record of 2:06:35, which equates to a 4:50 mile. Leading up to
race day, the treadmill will tour Los Angeles bringing the marathon experience
to life with a real-time leader board. Fans are challenged to see how long
they can keep up while they compete for the record and register to win free
ASICS gear.

To view the ASICS LA Marathon treadmill challenge schedule, go to

For the duration of the treadmill challenge, ASICS America will donate $5 for
every minute logged on the treadmill challenge, up to $26,200, to Back On My
Feet. Back On My Feet is a national for-purpose organization that uses running
to help those experiencing homelessness change the way they see themselves,
enabling them to make real change in their lives that results in employment
and independent living.

A Star is Born with the ASICS GEL-Lyte33™ 3 LA Marathon Shoe

To help runners fly through the course, ASICS has given its bestselling
lightweight natural running shoe, the GEL-Lyte33™ 3, a Hollywood makeover to
become part of the ASICS LA Marathon Collection. Released in limited edition,
the ASICS GEL-Lyte33™ 3 features bright colorways, marathon markings and
vibrant palm trees to commemorate the sunny beaches and open boulevards of the
2014 ASICS Los Angeles Marathon course.

In addition to the signature shoes, ASICS has developed a head-to-toe limited
edition apparel and accessories collection for this year’s marathon. The
apparel line features a variety of bestselling tech tees and shorts all
bearing the ASICS Los Angeles Marathon logo. The line will also feature a fun
collection of graphic tees to help commemorate the city and the race. To
complement its marathon apparel, ASICS’ accessories line features everything
from visors to gloves, performance socks and bags.

ASICS limited edition marathon collection will be available for sale at select
retailers in Los Angeles, at the ASICS Los Angeles Health and Fitness Expo,
and is currently available online at

ASICS Brings Back Support Your Marathoner

ASICS is helping fans from near and far cheer on friends and family running
the LA Marathon with its award-winning “Support Your Marathoner” back in LA
for a second year. Be a part of the Los Angeles community on race day by
logging on to the Support Your Marathoner website to upload a motivational
video or picture to be delivered directly to competitors on screens throughout
the course.

Marathon runners can also update fans and supporters along the way with
pre-written posts sent out in real time from various points throughout the
26.2 mile course. is now live and available for
family and friends to share messages of love and encouragement.

The 2014 ASICS Los Angeles Marathon activities kicked off with the Treadmill
premiere in Newport Beach at Fashion Island on February 22. Additionally, the
brand will showcase the “We Are Marathoners” message across city buses and at
retail locations around the city. Please visit or for further information on all activities
surrounding race day.


The stripe design featured on the sides of ASICS^® shoes is a trademark of
ASICS Corporation and is a registered trademark in most countries of the

Photos/Multimedia Gallery Available:



ASICS America
Public Relations
Melinda Hutcheon, 949-266-7029
Noelle Novoa, 949-521-2866
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