The all new METASPEED™+ Series is coming soon.「META: Time: Trials（メタタイムトライアルズ）」イベントをライブで視聴しよう。イベントは2022年4月24日。スペイン・マラガでタイムトライアル形式の大会を開催。
Source: New times await.｜アシックス公式
In 2016 Nike was reeling due to bodyblows by adidas. The Swoosh had taken on a long-term strategy of breaking away from the tactic that allowed the brand to leave Onitsuka Tiger in the early 70s: Futures. As Nike ramped up their direct-to-consumer strategy in 2017, at their Scale of Sport event they were able to do a reintroduction to running technology ZoomX and %. Their Breaking2 Event in May of 2017 introduced the tech and delivered so much attention because it signaled a return to Nike’s running roots. When the brand finally announced the Consumer Direct Offense in October of 2017 the discussion and hype around Next% and ZoomX was so loud it shifted the entire marketplace, but that’s not what this is about: #Breaking2 is an Amazing Event | Nike ZoomX – ARCH-USA
This is about the company that basically birth Nike. This is about ASICS taking notes and understanding the power of performance at a time when hype and sneaker collabs seemingly are the most important factors in selling sneakers. I say seemingly, because it wasn’t a collab, or sneakerheads, and sneaker culture which turned the corner for Nike in 2017 and it won’t be sneaker culture allowing ASICS to speak to a community which has pushed Lululemon, NOBULL, and Newton Running to higher levels. Running and fitness is where the world turns to learn about what to buy. Nike has always understood that sport drives the vehicle. Other companies focused on the misdirection of fashion to their own detriment (Fila’s overinvestment in the Disruptor, Under Armour’s UAS attempt). ASICS has been doing a tremendous amount of research and development. They’ve started their own venture capital arm to invest in new technology. Now ASICS, like New Balance and their creation of The Track:
New Balance’s “The TRACK at New Balance” Makes New Balance the Sole Rival to Nike for these Reasons
Has realized that to capture the front runner your running shoes and performance strategy better be dialed in. Enter the META Time Trials, a livestreamed running event from ASICS. “The METASPEED™ + models were unveiled at ASICS’ META : Time : Trials – a milestone event in the history of ASICS in Málaga, Spain. Inspired by the Tour de France time trials, the World Athletics certified META : Time : Trials challenged ASICS’ elite athletes to push each other to run their fastest ever times across a series of race distances. The event offered an optimal product proofing opportunity for the new models.”
Scroll to 1:30 of the video above to begin the livestream. Like the Breaking2 event from Nike this presentation is one-part marketing strategy and one-part technical analysis. Unlike Nike’s live event, ASICS has focused on a larger group creating less of a research and development feel and capturing the motion of a true competition. Nike’s goal was to break the Sub2 hour marathon and they utilized engineering, human and machine wedges with athletes subbing in and out as pacemakers. ASICS is working on the premise of how a real event works. Once again, I want to reiterate that I don’t think any of these brands truly understand the opportunity they have. I do know this, running is entering a new phase of importance and the opportunity to grow the sport is akin to Nike countersuing Onitsuka Tiger in the 70s to capitalize on jogging as a recreational sport. The battle of performance running is back in the spotlight and this is going to get good.
METASPEED™ SKY+
The METASPEED™ SKY+ racing shoe is designed to help runners go faster by extending their stride length considerably. Thanks to an energetic FF BLAST TURBO foam and a propulsive carbon plate precisely placed to gain more bounce-back, runners wearing these shoes can conserve more energy while maintaining their pace at the later stages of the race.
METASPEED™ SKY+ shoe is available from 14 June 2022.
METASPEED™ EDGE+
The METASPEED™ EDGE+ racing shoe is designed to help cadence-type runners go faster by extending their stride length while allowing them to control cadence more easily. Runners wearing these shoes can experience a fast underfoot feel, thanks to the energetic midsole foam and a propulsive carbon plate appropriately placed for more efficient gait motion enabling them to elongate their stride and conserve energy while controlling their running tempo.
METASPEED™ EDGE+ shoe is available from 14 June 2022.
The METASPEED™ + series has been developed and tested alongside some of the world’s top athletes. Eilish McColgan tested an early prototype at the 2022 Ras Al Khaimah Half Marathon and set a personal best and British record of one hour, six minutes and 26 seconds, improving the previous record by 21 seconds. Athletes such as Julien Wanders and Mekdes Woldu, have also achieved PBs wearing the prototypes and will be looking for further success at the META : Time : Trials.