Asics is calling for real runners to upload pictures or images of themselves to the Asics Ayami Facebook app, with visitors encouraged to vote for their favourite.
The winner will feature in a campaign for the Ayami range next year, created by marketing agency Amsterdam Worldwide.
The competition continues a long line of digital campaigns from Asics. In August, it supported a campaign between digital music retailer eMusic and Intersport to provide free music downloads in aid of the latter’s Run Free Now campaign.
It was also one of the first advertisers to appear on the relaunched Men’s Health website in the autumn.
In July, Amsterdam Worldwide created an online hub for Vauxhall within Mothercare’s parenting website Gurgle as part of its £10m strategy promoting the relaunch of its Meriva family model.
This story first appeared on newmediaage.co.uk