Men's Fitness Online

Running season is approaching and with races selling out faster than ever, it looks to be a good year for participation in fitness sports. The country’s largest running event, the TCS Marathon presented by ASICS, recently made history as Australia’s first World Major Marathon, joining the likes of Boston and New York. But this week, ASICS pulled off a very different kind of spectacle—one designed to capture attention in a way that no ordinary launch event could.

In a marketing move playing on the shoe’s “nimbus” reference — a type of cloud — ASICS swapped out the usual press conference and social media hype for something much more befitting and dramatic. The brand sent two of Australia’s fastest runners, Leanne Pompeani and Reece Edwards, and a treadmill and a few brace camera folk into the sky on a hot air balloon, where they could quite literally “run on clouds” in the new GEL-NIMBUS 27’.

In an era where brands are constantly competing for eyeballs, stunts like this aren’t just about flashy visuals—they create moments that people talk about. And this one was delivered. Pompeani, fresh off the airborne treadmill, described the experience as “surreal,” adding that the GEL-NIMBUS 27’s comfort and cushioning made running in such an unusual setting feel effortless.

Of course, this wasn’t just about showmanship. ASICS has long championed the mental benefits of running, and this event was designed to reinforce the idea that movement isn’t just about physical fitness—it’s about mental clarity, too. “Millions still believe that fitness is only about physical achievement,” Pompeani noted, “so we hope that this inspires Australians of all athletic abilities to prioritise movement for mental well-being.”

Whether or not treadmill sessions in the sky become the next fitness trend, one thing is certain—ASICS knows how to make an impact. And if the ASIC’s new GEL-NIMBUS 27 can deliver comfort in mid-air, it’s safe to say it’ll do just fine on the ground.