Since the start of 2020, members of the Edelman Brand team in London had prepared for delivering the ASICS Innovation Summit—scheduled for the end of March in Tokyo—to unveil three revolutionary new shoes: the METARACER, METASPRINT™ and METARISE™.

When Covid-19 forced the event’s cancellation, the team had to get creative and quickly find a solution to show ASICS innovation to media, athletes and consumers. The result? ASICS’s first product preview in Virtual Reality.