ASICS has launched its global GEL-SLOWCUSH shoe campaign featuring Kenyan marathon champion John Korir taking easy miles through Iten, Kenya.
Created by independent creative and production company CHISEL, the campaign introduces GEL-SLOWCUSH, which is designed for easy runs, recovery miles and lower-intensity training sessions where comfort and recovery matter more than pace.
The creative centers on the contrast of asking an elite marathon runner to slow down. In the film, other runners pass Korir as he moves through the village at a relaxed pace, while he remains unfazed because the run is not a race.
When filming began, people from the surrounding town gathered to watch the shoot and cheer Korir on. The release said their presence became part of the atmosphere of the film.
“John was the perfect athlete to introduce the GEL-SLOWCUSH shoe because he demonstrates that even the world’s fastest runners understand the value of slowing down,” said Alistair Foster, Global Marketing Director (Performance Running) at ASICS.
“Filming on location in Iten gave the campaign a strong sense of place, while the spontaneous reaction from those who gathered to watch brought an unexpected warmth and energy to the final film.”
“The story is simple, but it sticks,” said CHISEL co-founder Zak Kaczmarek.
“You have a marathon champion being overtaken but not taken aback, because he understands that slowing down is part of running well. John brought so much warmth and humour to the idea, and then having the whole town come out to support him took the film somewhere even more special.”
The project continues CHISEL’s seven-year relationship with ASICS’ Global Marketing Team, which briefed the agency directly on the worldwide product launch. CHISEL led creative, wrote and directed the campaign films, and managed production from its headquarters in Sydney through to the shoot in Kenya.
The production involved local crew and fixers, community talent, running routes and filming approvals, as well as transporting equipment and a multi-day journey to reach the location. The international production effort was led by CHISEL Managing Partner Isabelle Seeto.
“Filming with John in Kenya was already a rare opportunity, but seeing all members of the community come out to watch and cheer him on made it unforgettable,” said Seeto.
“Their excitement became part of the atmosphere of the film. We’re incredibly grateful to them, our Kenyan crew and fixers, and the ASICS team for helping us create something that feels genuinely connected to John and where he comes from.”
