AYAMi's Unique Running Casting Becomes XL in 2011

HOOFDDORP, The Netherlands, January 24, 2011 /PRNewswire/ --

- ASICS Searches for the Next Face of its Women's Running Collection

AYAMi's first ever Live Running Casting http://asicsayami.presspage.com/ayami/132, held during the Paris Marathon 2010, was such a success that its 2011 follow-up, the Running Casting XL, will be rolled out at multiple running events throughout Europe. Whilst a special AYAMi Photo Team was on location to capture runners during the first Live Running Casting, this year's approach will be different as runners can upload their own pictures - taken in the heat of the action - via Facebook. While the method will change, the key idea behind the 2011 casting will remain the same: ASICS is looking for women who truly exemplify strength, stamina and effort whilst running an arduous race, as opposed to good looks or a great figure. The winner will become the face of AYAMi's Autumn-Winter 2011 collection campaign.

Successful first edition

ASICS first organised a Live Running Casting in 2010 to celebrate the introduction of its AYAMi women's running collection. The casting was held during the Paris Marathon 2010 and each participant was photographed 'live' during the race. The goal was to find real runners to feature in the Spring-Summer 2011 campaign who could communicate AYAMi's core values: femininity, stamina and determination. With over 1,500 participants and a great deal of enthusiastic reaction for the concept, the Live Running Casting was an instant success. The lucky winners chosen to represent AYAMi in its Spring-Summer 2011 campaign are Tessa from Scotland and Aurelie from France.

Running Casting XL 2011

For 2011, AYAMi's new Running Casting concept will be rolled out across several European countries, allowing ASICS to continue to work with real runners for its AYAMi running collection. Anyone participating in AYAMi-sponsored running events can enter AYAMi's Running Casting XL by uploading a photo of herself - in action - to AYAMi's Facebook page: www.facebook.com/asicsayami. The new face for AYAMi's Autumn-Winter 2011 collection will be chosen in May.

Tessa and Aurelie's experience

The two winners of AYAMi's 2010 Live Running Casting wouldn't hesitate to recommend participation. "I was pampered incredibly; it really was a dream come true," a beaming Aurelie recalls. "I think it's great that more people from different events will be able to join in this year."

"I thought it was pretty cool that they took the photograph immediately after the run," says Tessa. "I'd never have believed I could look so good straight after such a performance! To be able to combine my passion for running with modelling was a very special experience. It is so awesome to see yourself featured in the campaign!"

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Notes for editors:

Click here http://asicsayami.presspage.com/ayami/132 for the official ASICS AYAMi Press page