Shoe campaign will leave you Spelbound: BGT winners contort bodies to create incredible human trainer
Running specialists Asics must have been concerned about the craze for jogging barefoot. Their latest shoe, Gel-Excel33, is designed to let all 33 joints in the foot move freely, giving the wearer a “natural running experience”.
So what better way to promote the trainer than with a campaign that celebrates every muscle and bone in the body
Thirty-three members of the award-winning GB Acrobatic Squad and Britain’s Got Talent winners, Spelbound, spent the day in a London studio bent into eye-watering positions to achieve a human version of the shoe.
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Magic: Britain”s Got Talent 2010 winners, Spelbound, created the shape of the new Asics Gel-Excel33 shoe
The gymnasts contorted and supported each other and then sprung out of pose as soon as the image had been captured by photographer Melvin Vincent.
The flexible models were directed by two choreographers to help them mould themselves into the different shapes required to create the human shoe.
To showcase one of the key properties of the shoe, the ‘Propulsion Trusstic’ – which helps the foot transform from a flexible structure for shock absorption, into a powerful lever for forward propulsion – the gymnasts had to incorporate real athletic strength and skill by shifting their bodies into back breaking positions and strenuously lifting their team mates forward.
“This is a first for us” said Neil Griffith, choreographer and World Champion gymnastics coach, “we have worked for some interesting clients over the years but we’ve never been asked to create the shape of a running shoe before.
To showcase one of the key properties of the shoe, the Propulsion Trusstic”, the gymnasts had to incorporate real athletic strength and skill by shifting their bodies into back breaking positions
Winning: Spelbound in action on Britain”s Got Talent in 2010
“Having 33 gymnasts involved and showing the human shoe move forward created some challenges but we are delighted with the result.”
Michael Price, Marketing Director of Asics Europe added: “The Asics 33 collection is all about natural movement, flexibility and propulsion and so what better way to illustrate this than creating a human version of the shoe with some of the best gymnasts in the world”