Irewind and Asics produce more than 100,000 personalized marathon videos in one day
Last Sunday, the Zurich-based MarTech agency Irewind, in collaboration with Asics, produced and delivered over 100,000 personalized finisher videos—simultaneously at three of Europe’s most famous marathons. Each runner received a personalized highlight video shortly after crossing the finish line.
Last weekend, three of Europe's most popular marathons took place in Paris, Rotterdam and Milan. Asics decided to use Irewind's video technology at all three events simultaneously. The result: over 100,000 runners automatically received a personalized finisher video with their name, time and personal finish, embedded in the Asics brand experience.
The three marathons - the Schneider Electric Marathon de Paris, the NN Marathon Rotterdam and the Wizz Air Milano Marathon - together provided the stage for this large-scale digital activation. Each video was tailored to the individual athletes and delivered within a short time after they crossed the finish line.
Hyper-personalization instead of passive visibility
At a time when social media feeds are flooded with AI-generated content and the classic logo presence on site is increasingly losing its impact, sports sponsorship needs new approaches. This is exactly where Irewind's solution comes in: Instead of relying on passive visibility, athletes are given a personal, emotional reason to actively engage with the brand and voluntarily share the experience in their networks.
«Traditional sponsorship visibility is losing its impact. What really works is relevance on an individual level. When 100,000 runners receive and share a video with their name and performance, it creates a reach that no banner can achieve,’ says Salvador Garcia Zalduegui, CEO and co-founder of Irewind.
From competition to the direct-to-consumer channel
A central element of the activation: the download of each finisher video requires a one-time registration on the OneAsics platform. This turns the emotional moment of crossing the finish line into a direct touchpoint in the Asics ecosystem. Runners don't just watch, they register, give their opt-in and become part of the Asics community. For Asics, the race day thus becomes a scalable direct-to-consumer acquisition channel with highly qualified, ready-to-buy leads. For the organizers, this creates a measurable digital extension of their event far beyond the finish line.
The Zurich-based MarTech company Irewind has been working with Asics worldwide for some time now. The Kuala Lumpur Marathon in Malaysia is the latest event to be added to this list.
«We show that hyper-personalization in sport is not only technologically possible, but also highly efficient in economic terms: as a lead engine, as an engagement tool and as a measurable activation channel for global brands,» says Salvador Garcia Zalduegui.
Irewind is the world's leading endurance sports video hyper-personalization company. Using its technology, Irewind produces and delivers personalized finisher videos at scale for global brands such as Asics, Hoka and Generali. The solution transforms sports sponsorship into a measurable, data-driven direct-to-consumer channel and serves as a scalable lead engine.
More information: www.irewind.com
