For some reason, Asics creates world's largest Lite-Brite picture

Posted on Thu Jul 16 2009

Asics

Asics is hosting a nationwide series of music festivals throughout the year to promote its new SportStyle shoe collection. And guess what they're bringing with them to lighten up the campaign? The world's largest Lite-Brite picture! The 11-by-15-foot depiction of the GEL-Lyte III shoe took six months to build and features over 300,000 of those pegs I used to choke on as a kid. The Hasbro toy has illuminated homes with colorful pegs and lighted backgrounds since 1967. So, rather than view Asics' endeavor as a giant waste of time and money, let's consider it a nostalgic relic of pop-culture. It's already made its way into the Guinness Book of World Records and has begun making appearances at boutiques and major music events around the country. OK, so which brand will bring us a giant Lego campaign? A supersized spin-off of Mr. Potato Head? A modern life-sized remake of Candy Land? Only time will tell.

—Posted by Allison Shafir


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