ASICS Plans Massive Light Show, New Shoe For LA Marathon

ASICS is planning to help celebrate the 30th edition of the LA Marathon with a series of big promotions across Los Angeles, including a special edition of the 33-DFA shoe.

ASICS, the title sponsor of the LA Marathon, will be unleashing a dramatic, first-of-its-kind moment on the evening of March 13 by lighting up Los Angeles sky with a series of high-powered spotlights marking every mile along the course from Dodger Stadium to Santa Monica. The spotlight installation will include 124 spotlights, totaling more than 7.5 million lumens—the equivalent of 29,100 light bulbs—which is the largest known course-lighting activation ever for a marathon. The lights will be visible from high vantage points all around the city.

The March 15 LA Marathon is doubling as the 2015 U.S. marathon championships, while next year’s LA Marathon will host the 2016 U.S. Olympic Trials Marathon on a separate course on Feb. 13. Among the top American men in the field are two-time Olympian Ryan Hall, Jared Ward, runner-up of the 2014 Twin Cities Marathon, Shadrack Biwott, USA Running Circuit champion in 2013, Sergio Reyes, Max King, Patrick Rizzo and Carlos Trujillo. On the women’s side, Sara Hall will make her marathon debut coming off of a solid year of racing and setting a personal best of 1:10:46 at the U.S. half marathon championships in Houston in January. Other top American women include Janet Bawcom, a 2012 Olympic 10,000-meter runner with a 2:29:45 marathon PR, Becky Wade, Alissa McKaig, Heather Lieberg, Melissa White and Nuta Olaru, an Olympian for her native Romania before becoming a U.S. citizen.

Other promotions include:

– An LA Marathon edition of ASICS’ new 33-DFA shoe. The shoe’s design celebrates the 30th edition of the race with a colorful “News Flash” print inspired by newsprint paper mache that resembles torn newsprint highlighting the various marathon route destinations on the Stadium to Sea course.

– A multimedia series across ASICS social media channels highlighting the contributions of individuals, groups and stories that have played an important role in the history of the race, including interviews with a collection of the 178 “Legacy Runners,” who have run every single LA Marathon.

– Recognition of people who have made contributions to the race—from a charity team captain to a long-time volunteer—based on public nominations through March 12. The individually with the most votes will win a $500 ASICS gift card.

– An art installation called the ASICS’ “Big Race Cup” on the 3rd Street Promenade in Santa Monica. ASICS has partnered with Back on My Feet, a non-profit creating independence and self-sufficiency within homeless populations by engaging them in running as a means to build confidence, strength and self-esteem. For any person who snaps a “running” photo in front of the “Big Race Cup” and shares the image on Twitter or Instagram using the #RunItForwardLA hashtag, ASICS will make a $20 donation to Back on My Feet up to $26,200.