ASICS asks acrobats to form a human shoe
14/12/2011
Reflecting the fact that the human foot contains 33 joints, the company has called the new collection ASICS 33. For the promotional shoot in London, it persuaded 33 acrobats, comprising members of the Great Britain acrobatic gymnast squad and a troupe called Spelbound, which became famous after it won a televised talent competition in 2010, to form themselves into a human shoe.
Two choreographers helped the gymnasts mould themselves into the different shapes required to create the human shoe and simulate movement for the cameras. One of the choreographers was Spelbound coach, Neil Griffiths, who later said: “This is a first for us. We have worked for some interesting clients over the years but we’ve never been asked to create the shape of a running shoe before. Having 33 gymnasts involved and showing the human shoe move forward created some challenges but we are delighted with the result.”
Michael Price, marketing director of ASICS Europe said: “The 33 collection is all about natural movement, flexibility and propulsion and so what better way to illustrate this than creating a human version of the shoe with some of the best gymnasts in the world.”
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