ASICS America has rolled out a website that will offer consumers to test its new products like never before. Entitled ‘Stop at Never,’ the website features a series of ten original videos, including athletes running on water, playing tennis upside down, and performing other activities in an unexpected way.

Photo: ASICS website title page

The website is focused on the technology of ASICS footwear. For example, one of the videos called the ‘Jack Hammer Test’ demonstrates the ASICS GEL series—GEL shoe absorbs the full impact from a jackhammer. Another video, ‘Feet For Hands,’ shows how flexible ASICS Omniflex-Pursuit shoes are as they serve as gloves for athletic training. The videos feature famous athletes including sprinter Greg Nixon, world champion wrestler Jordan Burroughs, Olympic thrower Russ Winger, pole vaulter April Steiner-Bennet, Javelin thrower Kara Patterson, and decathlete Jake Arnold.

«ASICS is committed to giving athletes the most technologically advanced footwear for exceptional performance,» says ASICS’ Vice President of Marketing Erik Forsell. «With our ‘Stop at Never’ campaign, we are focused on revealing all of the incredible and awe-inspiring elements of our product.»

The web site is a part of new ASICS’ campaign during which the company will interact with consumers at the major athletic events around the country such as the US Olympic Wrestling Trials, US Track & Field Olympic Trials, and Drake Relays.

‘Stop at Never’ slogan was first introduced at the 2011 ING New York City Marathon with a video (below) featuring athlete Ryan Hall.

With this campaign, the brand that leverages the abbreviation of the famous Latin proverb Anima Sana In Corpore Sano (A Sound Mind in a Sound Body) as its name, aims to expand into new athletic categories and strengthen its position on the market.