In the new ASICS campaign we introduced an innovative concept: Waste No Run. This means more running, more sweating, more passion, more smiling and enjoying your ride, because this shoe has technology that transforms your force into more energy. More than a traditional advertising campaign, we offered additional daily benefits for consumers, totally linked with the concept and a “humanology” (human + tech) design. Common static Facebook posts became reminders of the next day’s sunrise hours, under the idea of “waste no sunshine”. Boring bus stops brought information on the next bus coming, along with the idea of “waste no time”. And speaking of time, the clock is ticking. Put your Asics on and let’s hit the road!