ASICS X Two Oceans Marathon Campaign

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ASICS X TotalSports Two Oceans Marathon Campaign

Background:

In the lead-up to the Totalsports Two Oceans Marathon 2023, ASICS South Africa wanted to equip their audiences with a handbook of tools to help them to prepare for the race. First, audiences were prompted to take a quiz in order to categorise them into one of four runner types: Elite Runner, Bucket List Runner, Social Runner and Casual Competitor.

I was responsible for rolling out the copy for all four race packs, as well as the corresponding lead up social content. This required article ideation, interviewing, ghostwriting as ASICS frontrunners, industry experts and athletes, research, and liaising with the lead designer and the rest of the agency. Below are the race packs and social posts that I created for each runner type.

Bucket List Runner:

This runner type speaks to first-time runners embarking on their first-ever half or full marathon. For this category of runner, running a marathon is an emotional experience that requires a lot of prep, dedication, and practical guidance.

Social Runner:

This runner type speaks to runners who run purely for the experiential and community aspect of the TTOM (as opposed to their performance and reaching a PB).

Casual Competitor:

This runner type speaks to semi-regular runners who already have at least one marathon under their belt. They already know how to prep for a marathon but may still require practical insights on cross-training, fuelling and more.

Elite Runner

This runner type speaks to professional athletes who have run multiple marathons over the course of their careers and already have a good base knowledge of how to prep for a marathon.