On December 1st, the world-renowned sports brand ASICS launched a new 100-year-old Ekiden series of running shoes to commemorate the 100th "Hakone Ekiden" long-distance running relay race to be held in 2024, so as to further convey the sportsmanship of never giving up to the public.
The Centennial Yichuan series will feature the newly launched Novablast 4 running shoes, and will also launch a number of special edition theme colors for ASICS racing and rebound running shoes, including Metaspeed+ series, Magic Speed 3 and Superblast, to meet the needs of different sports such as interval running, rhythm running and long-distance running, and continue to escort runners from daily training to race racing.
This time, ASICS also teamed up with Chen Jiapeng, a brand-signed athlete and the men's 4 x 100m relay champion of the 19th Asian Games, to shoot a concept blockbuster to further illustrate the theme core of the century-old post series "Don't Give Up".
As Japan's oldest long-distance running relay race, Hakone Ekiden will celebrate its 100th anniversary next year, and it has carried the enthusiasm and anticipation of countless young university students over the past 100 years. The design inspiration of ASICS is also based on this - the body of the series is based on bright and lively colors, showing the vitality and enthusiasm of dreamersThe special icon design on the tongue organically integrates the brand logo, brand concept and relay ribbon elements passed by the Hakone Ekiden team members, to promote the positive belief of fearless progress and teamwork.
Adhering to the founding concept of the brand of "a healthy spirit in a strong body", ASICS has always advocated and practiced sports long-termism, which is also consistent with the long-distance running spirit of never giving up conveyed by the century-old "Hakone Ekiden". In the future, ASICS will, as always, use a rich and diversified product matrix and professional and high-quality resource integration to help elite athletes achieve breakthroughs while inspiring the public to boost their body and mind through the positive energy brought by sports.