As the title sponsor of the Los Angeles Marathon, ASICS wanted to show the world just how big this race really is. So we turned the racecourse into the most spectacular light show in the history of marathons. Two nights prior to the race, we placed massive spotlights along the course (one at each mile marker). After nightfall, we flipped the switch to paint the sky with lights. Local news helicopters covered it live from above as social media channels lit up. Residents, celebrities and blogs couldn’t resist the urge to post images of the awe-inspiring lights helping catapult the activation to the #2 trending topic on Instagram.