Asics, the shoe manufacturer that's more well known to crossword puzzlers than it is to athletes, is trying to change that through a series of web video tests. Like the one below.
While I like the effort, especially the creative use of the Honda Trail minibike, Asics won't be solving its awareness problem with these videos. They have been online for more than two weeks and the most popular still has fewer than 3,000 views.
If you're going to become famous you have to do one of two things. Spend a boatload of money like Nike does, or be remarkable like John West and create video that rewards people for watching and makes people happy when they share it.
With all the video that's out there, being good just isn't good enough.