Edelman x UNIT9 | ASICS Eternal Run
As Senior Producer at Edelman, I led the end-to-end production of the ASICS Eternal Run — a multimillion-dollar global brand experience set in the dramatic Bonneville Salt Flats, Utah. The project was designed to showcase the performance benefits of ASICS’ Glideride technology, which helps runners conserve energy and minimise recovery time by reducing ankle movement.
This was no ordinary race. We invited 22 runners from across the globe — including professional athletes, seasoned marathoners, and influencers — to compete in a race without a finish line. Each participant was equipped with a smartwatch and phone to track their pace and distance, but crucially, they had no knowledge of time or distance during the run. If a runner's pace dropped below their baseline more than three times, they were discreetly pulled from the race via a phone call from basecamp.
We built a fully equipped pop-up basecamp in the heart of the Salt Flats, complete with training zones, recovery lounges, and an interactive stage with a real-time digital map of the race. From this central hub, I oversaw a live broadcast for over 100 global media guests, coordinating interviews with returning runners, managing event hosts, and directing a complex multi-camera setup — including drones, off-road vehicles, and remote crews covering a 50 sq km race radius.
The results spoke volumes. Liz McColgan and Wayne Bridge each ran over 24 miles in four hours — far beyond their expectations. Over 70% of the runners outperformed their predicted distances, reinforcing the campaign’s core insight: that the Glideride’s design, combined with the removal of mental finish-line limits, could unlock greater performance.
This project was a bold fusion of sport science, immersive storytelling, and precision live production — delivering a breakthrough brand moment for ASICS on the world stage.
