Asics is preparing for the 24th edition of the Wizz Air Milano Marathon With a rich program of activities and the opening of Asics House Milano
Asics, technical partner of the Wizz Air Milano Marathon, will be a key presence at the Milano Running Festival with a stand of over 350sqm, a multifunctional space that combines innovation and expertise for a running experience crafted in every detail. In Japanese, this concept is called Omotenashi, meaning "taking care of the guest," and this is exactly what will happen from April 9 to 11 at the Superstudio Maxi location.
Immersive experience and product testing for Asics at Milano Running Festival
In this space, visitors will be able to test Asics road running shoes and explore the latest apparel innovations, with the option to purchase products in the shop area inside the stand. The experience will be further personalized thanks to the brand’s product experts and the presence of athletes and Asics Legends, such as Stefano Baldini.
Opening of ASICS House Milano
The brand also announces an important novelty with the opening of an experiential space dedicated to all runners and sports enthusiasts. On Saturday, April 11, the Japanese brand opens the doors of ASICS House Milano inside the Fondazione Riccardo Catella, in the picturesque setting of BAM - Biblioteca degli Alberi Milano park. Asics presents a dynamic and immersive hub where running is central not only as a performance, but as culture, connection, and lifestyle. Visitors will be able to engage directly with the brand and its origins, based on the acronym Anima Sana In Corpore Sano, through activations, content, and shared moments.
Photography exhibition and WHY AM I DOING THIS? project
Inside Asics House Milano there will be a photography exhibition created in collaboration with Crusher Running, a Milan-based organization that, in addition to being an amateur sports association, promotes running as a form of cultural expression and urban connection, developing projects that unite sport, creativity, and community. The photos, taken by Nina Dragonetti, depict an intimate and collective journey born from the WHY AM I DOING THIS? project, a visual and narrative investigation exploring the deep motivations that drive people to run a marathon. The project focuses on everything that precedes race day in a journey of discipline, doubt, and continuous adaptation, where the body changes and the mind is constantly tested.
Installations and Superblast 3
In addition to the exhibition, there will be installations dedicated to Superblast 3, the new road running super trainer from Asics. This model perfectly reflects a forward-looking method of continuous improvement, in Japanese called Kaizen, which forms the foundation of Asics’ recognizability and success.
Interactive activities and wellness
Asics House Milano will also serve as a meeting point to share the energy of running with two Shake-Out Runs, open to the public upon registration, and a yoga class to experience, all in one place, the psychophysical well-being derived from movement.
Cheering Zone for athletes
On Sunday, April 12, Asics will be on site to cheer for all athletes with a Cheering Zone on Viale Gerolamo Gadio. The brand has always had a very clear mission: to inspire as many people as possible to move for the well-being of mind and body. For this reason, the Cheering Zone is a strongly desired activity by the brand to show support not only to marathon and relay participants but also to contribute to spreading running energy and culture throughout the city.
