Asics has replaced its physical Innovation Summit in Tokyo with a virtual reality experience that invites fans to “step into the Asics Innovation Lab”.
To coincide with the release of the three latest shoes in its META range (the METARACER, METARISE and METASPRINT), the brand has produced a digital product launch championing the innovation behind its industry-leading shoes. The product launch details the features and advancements of each shoe. Customers can watch a 360 video or, if they have a VR headset, physically walk around the “lab”.
The digital launch also includes elements that allow viewers to “virtually test” the shoes. For example, the METARISE promises to allow basketball and volleyball players to jump higher, and viewers with a VR headset can test their best jump against that of a virtual player.
Yasuhito Hirota, president and chief operating officer of Asics, said: “We believe that now, more than ever, it’s really important to remember the positive impact of sport for individuals and society: exercise uplifts people, so they achieve a sound mind through a sound body. And what better way to showcase Asics innovation than taking people to a virtual innovation lab that brings our technology to life.”
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