The campaign encouraged consumers to create positive change by simply adding an 'Extra Mile' to their workout and was connected to the brand's creation story, in which founder Onitsuka was inspired to create positive change in society through sports. The ASICS Extra Mile was a multi-channel brand campaign timed to this year's TCS NYC Marathon that included digital, social, advertising, outdoor and retail activations, live events and an enhanced online experience on asics.com/extramile. 

During the Extra Mile campaign, which ran from the 13th of October to the 30th of November, ASICS invited athletes of all levels to go the extra mile for a good cause and offered several ways to engage with the brand to make a positive impact.

The campaign benefitted Girls on the Run International, a non-profit organization dedicated to promoting healthy lifestyles for young girls. For those who went the 'Extra Mile', ASICS donated a pair of shoes to Girls on the Run.  The campaign engaged and inspired people at all levels of physical fitness, bringing people with disparate backgrounds together for a common cause to generate a total donation of over 1.5 million US dollars’ worth of shoes.

"ASICS has such an amazing and authentic founding principle, and it was exciting to have the opportunity to bring that to the forefront with the ASICS Extra Mile campaign", commented Roeya Vaughan, Vice President of Marketing at ASICS America Corporation, adding: "Our partnership with Girls on the Run for this movement brought our like-minded groups together to create positivity in society through sport. The fact that the movement exceeded our expectations is an exhilarating validation that people continue to be inspired by the positive impact sport can make in all our lives."

The 50 000 ASICS shoes will be dispersed among various Girls on the Run councils across the country based on need and geographic location and will help ensure that all participants have a safe and rewarding program experience.