Asics America Corp. has flipped the journalism adage, “Report the story, don’t become part of it,” on its head.
The Irvine-based footwear and apparel company is featuring five running bloggers in its “Five to the Finish Line” webisode series as they lace up their Asics and train for next month’s TCS New York City Marathon.
The Asics camera crews are following Ethan Newberry, Linzie Starr, Katie McFarland, Toni Church, and a woman who goes by the name Gelcys. They will be “overcoming unforeseen roadblocks, packing their bags for New York City, and crossing the finish line after 26.2 miles and 12 plus weeks of discipline, commitment and passion to Go Run It,” according to Asics.
The episodes are airing on the brand’s YouTube channel twice a month. Asics, which recently pulled out as the title sponsor of the Los Angeles Marathon, launched a NYC marathon-inspired shoe collection. We’ll have to wait and see if its shoes make bloggers run faster.
Shoe Tattoo
Lake Forest-based Sole Technology Inc. launched the Talent Scout Artist Series, a footwear and apparel collection featuring the works of six artists from a variety of genres and backgrounds.
The series kicked off with designs from tattoo artist Nathan Kostechko, who said travels to Indonesia, Iceland and other spots around the world served as a source of inspiration for his artwork on Sole Tech’s etnies products.
“Meeting other tattooed travelers I always noticed unique symbols on their skin,” Kostechko said. “Without an exact explanation of what the symbols meant, they all were mementos of their individual journey. The symbols placed on the shoe are to remind each of us to go out and make stories. It’s not about what we have in life but what we have done. These experiences leave marks on us forever. When you are about to start your day and put these shoes on, this traveler symbol should inspire you to get out there and do something new and different.”
Other artists the company plans to feature include EWOK, Jim Houser and Juan Travieso.
Mini to the Max
Cars.com named Kia Motors America Inc.’s 2015 Sedona the winner of its Ultimate Minivan Challenge. The multiday comparison test included a “detailed analysis on a competitive set of fully-loaded minivans,” including the 2015 Toyota Sienna, 2015 Honda Odyssey, 2015 Dodge Grand Caravan, and 2015 Chrysler Town & Country. The minivans were driven on a 135-mile course to determine fuel economy, handling, comfort and acceleration.
“The fully reimagined Sedona has been a tremendous success for the Kia brand, connecting on multiple levels with families and active lifestyle consumers alike,” Orth Hedrick, Kia’s vice president of product planning, said in a news release. “Its combination of bold design, advanced safety features and upscale cabin have resulted in a high level of appeal and desirability.”
Irvine-based Kia sold 26,825 Sedonas so far this year. That’s 21,782 over last September.
Bits & Pieces
Forbes Magazine ranked Newport Beach-based Boras Corp. No. 2 on its list of the most valuable sports agencies. The firm has more than $1.7 billion in baseball contracts under management that translate into $117 million in commissions, according to the magazine. … University of California-Irvine Extension will be the platinum sponsor of the 13th annual International System-on-Chip Conference at the university from Oct. 21 to 22. … Cypress-based Vans Inc. plans to host Television, Viet Cong, Lower Dens and DJ Brandon Stosuy from Pitchfork on Oct. 8 at its 25,000-square-foot House of Vans in New York. … Volcom Inc. in Costa Mesa held the world premiere of its newest surf movie, “Psychic Migrations,” on Sep. 17 at Edwards Big Newport 6 Theater in Newport Beach. The brand broadcast the event live via Periscope. … Software and app developer MEDL Mobile Holdings in Fountain Valley hired New York-based KCSA Strategic Communications to lead its investor relations program. … SmartBug Media Inc. in Irvine published “Anatomy of a Marketing Email,” a free e-guide on “how to craft and design marketing emails, send them to the right audiences and track and automate them with HubSpot.” … Nonprofit trade group Motorcycle Industry Council bought AIMExpo, a two-day trade show for motorcycle, scooter and ATV enthusiasts.
