ASICS athletes run among the clouds in new shoe launch campaign
Footwear retailer ASICS has taken a traditional shoe launch to new heights, Mumbrella can reveal, by engaging two of Australia’s fastest runners to “run among the clouds” via Agent99.
To celebrate the launch of the Gel Nimbus 27, the brand wanted to put the new running shoe to the ultimate test, seeing if it could support Australian runners as they test their endurance physically and mentally.
As a presenting sponsor of the recently-crowned World Major Marathon, the TCS Sydney Marathon, ASICS knew the shoe needed to be marathon-approved.
In the campaign, developed by long-term partner Agent99, Australian runners and ASICS athletes Leanne Pompeani and Reece Edwards can be seen running at 2,500 feet in the air – up among the clouds – secured to a treadmill on a hot air balloon.
“As a runner, I’m always looking for shoes that support my longer training runs, providing cushioning and a soft landing so I can go the distance. Having the opportunity to trial the all-new Gel Nimbus 27 in the clouds was a surreal experience, one which truly captured what it means to feel like you’re running on clouds,” Pompeani said.
“Despite rising stress levels, unfortunately, millions still believe that the world of fitness is only for physical achievement, so our hope is that the ASICS hot air balloon inspires Australians of all athletic abilities to prioritise movement for mental clarity and calmness, rather than focusing solely on the physical benefits.”
Content creation and video production was done by AC Studio.
ASICS and Agent99 also recently held an activation for netball’s next generation of stars, intended to encourage young netball players to partake in confidence-building activities, both on the netball court, and off of it.
Credits:
Client: ASICS Oceania
PR and Experiential Event: Agent99
Video and Production: AC Studio
Keep up to date with the latest in media and marketing
Got a tip?
Lauren McNamara is a freelance journalist contributing to Mumbrella. She previously spent three years at the publication, most recently as the associate editor. She first joined in 2022 after completing a Bachelor of Communications (Journalism) at UTS. She left her staff role at Mumbrella in August 2025.
Linkedin