ASICS goes to VR for latest product launch

James is editor in chief of TechForge Media, with a passion for how technologies influence business and several Mobile World Congress events under his belt. James has interviewed a variety of leading figures in his career, from former Mafia boss Michael Franzese, to Steve Wozniak, and Jean Michel Jarre. James can be found tweeting at @James_T_Bourne.

ASICS has launched three new innovative sports shoes: METARACER, METARISE, and METASPRINT, all launched in Sunrise Red colour scheme. The shoes, which were originally planned to reveal at ASICS Innovation Summit in Tokyo, have been previewed in VR, so that the media, athletes and shoppers can experience the range up close and personal – in the virtual innovation lab of the ASICS Institute of Sport Science.

The Kobe ASICS Institute of Sport Science comprises of scientists, engineers and designers who are constantly working to develop technology that helps athletes to perform to the best of their abilities. The Japanese sportswear manufacturer has also opened access to its ASICS Studio at-home workout app for everyone during the ongoing coronavirus pandemic.

Yasuhito Hirota, president and chief operating officer of ASICS, said: “We believe that now, more than ever, it’s important to remember the positive impact of sport for individuals and society: exercise uplifts people, so they achieve a sound mind through a sound body. And what better way to showcase ASICS innovation than taking people to a virtual innovation lab that brings our technology to life.”

More brands are taking to virtual-only launches with the spread of the Covid-19 pandemic. Earlier this month, HTC held its fifth annual XR industry conference in VR, believing that it could pave the way to ‘breaking through physical limitations.’ The conference, which was renamed as the Virtual VIVE Ecosystem Conference (VEC), is said to be the first major physical industry event that has been replaced completely by an interactive VR digital medium, attended by nearly 2000 registered participants from more than 55 countries.

Picture credit: ASICS

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