ASICS has Consumers become the Story

In January, 180 Amsterdam came up with an interesting experiential campaign or sportswear brand ASICS:

ASICS took 60 unsuspecting runners back in time, by turning their ordinary run into an immersive film noir adventure full of intrigue, suspense, mystery… and a lot of tracking technology. We like the fact that they had consumers become part of the story instead of merely telling it.