To see if someone is an elite runner, it is enough to see if they have ASICS running shoes.

In order to convey the concept of ASICS "Elite Runner" to more people who love running, the 180 creative team decided to use "Change Me" as a proposition to communicate with beginner runners. 

For junior runners who have already spent all their energy on the question of whether to run or not to run today, they need to be inspired, and they need the running gods to use chicken blood and chicken soup to give them the courage and motivation to start running.

So, 180 chose Haruki Murakami

Haruki Murakami is not only a globally recognized author, but also a serious runner for almost 40 years. In his book "When I Talk About Running, What I Talk About", he says almost everything about the sentiment of running.

via Haruki Murakami drawn by New Yorker illustrator Jaime Hernandez

 So, 180 decided to use Haruki Murakami and his "Running Bible" to inspire beginner runners and to realize the motivation of "Change Me Go".

The 180 packs thousands of copies of Haruki Murakami's "What I Talk About When I Talk About Running", bookmarks with quotes from the book, and laces with the ASICS brand spirit into a transparent, portable bag, making it an exclusive runner's "energy pack".

"The Runner's Bible" - "What I Talk About When I Talk About Running

The bracelet laces labeled with the ASICS brand spirit are two things in one.

Golden Sentence bookmarks, specially labeled with page and line numbers, and easy encounters between the lines

 From ferries and cafes to subways and flyovers, 180 distributes them randomly around the city. Pick it up anytime, anywhere, and you can join the departure team and run forward together.

At night, the "energy packs" and the night running crowd meet on the road, and together they become a unique landscape in the city flow.

Everyone has their own "running bible"

In addition to the offline event of meeting Haruki Murakami, we also launched a Q&A post on Zhihu, "As a runner, what do you talk about when you talk about running", hoping to have an in-depth exchange of ideas with runners.

The 184,063 interactive questions and answers are each runner's own "Running Bible".

I thought I was buying a pair of shoes, but it turned out to be a treasure.

The new running shoes from the ASICS X Haruki Murakami campaign have also been made into a limited edition.

Shoebox into a bookbox, open not only running shoes, but also Haruki Murakami's "Running Bible", as well as bookmarks, bracelets, laces and socks and other complete equipment package.

We gave it to some elite runners. Judging 
from their comments, this "book box" seems to go well 
with the phrase "chicken soup for all":

（Either reading or running, body and soul, there will always be one on the way）

When the mind and body are united, they will run farther

Without any endorsement, 180 established a connection between ASICS and runners through a "book" to achieve the "call for action" of "change me to go".

As Haruki Murakami says: You don't want to run today, so you run.

This 180 X asics campaign is more like an in-depth runner's call to action, from offline activities to online communication coverage, so that more people can feel the power of running.

It's time, with the gods, to "change my departure."