This is the kind of thing that makes me love the world we are living in today. This is such a simple idea, and the technology used to create it is not revolutionary by any means. The execution, and the idea though are. This is the kind of thing that would have been close to impossible to pull off as little as five years ago. At least pull it off with as much penetration and impact as is displayed here. This is such a great example of how integrated marketing that leverages social media and technology can be a real game changer. This simple idea takes an otherwise impersonal experience and makes it more personal.While this wouldn’t have been inexpensive to pull off, the money is well spent on a multilayered media blitz that supports more than the New York Marathon and does more than simply promote Asics.