Step on This Asics Ad, and It Analyzes Your Gait and Picks the Right Shoe

Get to know your feet better

Headshot of Angela Natividad

Running may be one of the easiest sports to jump into, but those who run know it’s hard on your body and can lead to serious long-term injuries—making your shoe choice critical for doing it safely.

A study from the London School of Podiatry found that 70 percent of runners don’t wear shoes that suit their gait, which can include supination, pronation or neutral. If you’re flat-footed, for example, you probably have an overpronated gait. The inside of your foot absorbs impact, putting stress on your ligaments and inner ankle and shooting straight up to your knee. Overpronaters require more inner cushioning in their shoe than, say, a neutral foot with good natural shock distribution.

It’s kind of a pain to go to a specialty store and do a gait test in order to get the right shoe, and you can’t just guess. Running shoes are expensive, and the wrong choice can get you hurt.

So, Asics in Brazil brought the gait test to users—with a print ad.

Its “Teste de Pisada” (“Tread Test”) ad features thermochromic paint. Created by agency Neogama in São Paulo, the idea is ridiculously simple: Tear the ad out, step barefoot on the page, and your body heat will reveal the shape of your footprint, which you can then compare against a tread key.

Once equipped with this information, you can make an informed choice about what kind of shoe you want. Asics, like many brands, categorizes its shoes by tread type—making trial and error safer if, for example, you’re buying them online.

The ad may not impress runners who already know their gaits, and this is also the kind of test you could replicate at home. But it’s more gripping than a stock image and may give Asics a competitive grip on new runners, who—like any fledgling athletes—spend a lot of time looking for brands they can trust.

If nothing else, the “Tread Test” provides a good foundational education for people who’d like to start hitting pavement in the morning.


Title: Anúncio Teste de Pisada
Client: ASICS
Chief Creative Officer Alexandre Gama
Creative Directors: Márcio Ribas e Fabio Mozeli
Art Directors: Gabriel Marcondes, Sávio Hatherly, José Pedro Bortolini e Michel Morem
Copywriter: Pedro Rosas
Account: Guilherme Nogueira, Renato Miguez, João Castro e Oleg Loretto
Planner: Maju Strasburg
Media: Luiz Gini, Giuliana Chekin, Cibele Perandin e Karem Pugliesi
Head of Production: Mariah Bayeux
RTVC: Paula Alimonda
Artbuyer: Vanessa Raad e Felipe Moro
Film Editor: Roger Pereira e Lucas Souza
Motion Design: Marcos Thuki
Production Company: Ritmo Visual Filmes
Film Director: Pedro H. M. Marques
Film Photographer: Marco Lomiler
Executive Producer: Patrick Caracas
Producer: Mayra Donatelli
Camera Assistant: Yllan Carvalho
Colourist: Luca Leocadio
Sound Production Company: Hefty
Sound Producer: Edu Luke
Atendimento Som: Juliana Cruz
Support Production Company: Bandits
Graphic Production Company: Casa da Produção Gráfica
Client: Mauricio Busin e Thaise Oliveira

@luckthelady Angela Natividad is a frequent contributor to Adweek's creativity blog, AdFreak. She is also the author of Generation Creation and co-founder of Hurrah, an esports agency. She lives in Paris and when she isn't writing, she can be found picking food off your plate.