Summary:
- ASICS operates a 350-square-meter facility at the Milano Running Festival.
- The brand launches ASICS House Milano to host a cultural photography exhibition.
- A designated cheering zone opens on Viale Gerolamo Gadio for the April 12 race.
ASICS occupies multiple locations across the city during the 24th Wizz Air Milano Marathon. The brand establishes a 350-square-meter base at the Milano Running Festival inside Superstudio Maxi on Via Moncucco. The physical setup relies on the Japanese hospitality principle of Omotenashi to welcome visitors. Here you test various road running shoes and view the newest apparel lines. Product experts and established athletes like Stefano Baldini answer your technical questions. You purchase gear directly on the floor.
The brand expands the urban footprint on April 11 by inaugurating ASICS House Milano. You will find this experiential space inside Fondazione Riccardo Catella. The building sits within the BAM park, known as Biblioteca degli Alberi Milano. The venue frames running as a cultural practice and a lifestyle rather than a performance metric. Visitors engage directly with the Anima Sana In Corpore Sano philosophy. A photography exhibition anchors the interior space. ASICS partnered with the Milanese sports association Crusher Running to display a series of images by photographer Nina Dragonetti. The visual project explores the reasons why people run marathons. The photos document the physical changes, the strict discipline, and the mental trials runners experience during the long months before race day.
ASICS presents the new Superblast 3 road running shoe through dedicated installations. The display applies the Kaizen method of continuous improvement. You join two public shake-out runs and a dedicated yoga class at this location to prepare your body. These physical sessions require prior registration.
The focus shifts to the city streets on Sunday, April 12. ASICS operates a specific cheering zone on Viale Gerolamo Gadio near the Cadorna area. The brand uses this viewing area to support marathon participants and relay runners along the route. The space serves to project energy into the urban environment and promote running culture during the main event.
Superstudio Maxi operates Thursday from 16:00 to 20:00. Friday hours run from 10:00 to 20:00. Saturday operations last from 9:00 to 19:00. ASICS House Milano welcomes you only on Saturday from 12:00 to 20:00. You visit the cheering point on Sunday while the athletes compete.
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