Sports
ASICS Launches Novablast 6 with Night Run in São Paulo
The new running shoe features more responsive forefoot foam and debuted at an event routing through Minhocão and Roosevelt Square.
ASICS brought together the running community in downtown São Paulo to unveil the Novablast 6. Designed for daily training, the shoe features updated foam cushioning and debuted during a 5K night run complete with skateboarding and live music.
ASICS took to the streets of downtown São Paulo to unveil the Novablast 6. The direct successor to the Novablast 5—one of the most logged shoes globally on Strava—this latest release is positioned as one of the Japanese brand's flagship options for daily training and versatile mileage.
PUBLICIDADE (GAM) — 1250x250
High-Performance Foam Upgrade
Among the technical highlights of the Novablast 6 is a redesigned midsole. The forefoot now features a more responsive foam compound previously reserved for ASICS's high-performance racing shoes. The update preserves the line's versatile 'daily trainer' identity: a cushioned, comfortable build for everyday miles, now offering enhanced energy return through every stride.
'Short Circuit' Concept and Route Across the Minhocão
To mark the launch, the brand hosted a night event centered on a 'short circuit' concept, blending street running, skateboarding, and urban culture. The 5K route wound through central city streets, passing Roosevelt Square and crossing the elevated Minhocão expressway, taking full advantage of the highway's nighttime pedestrian closure.
The activation brought together athletes, journalists, content creators, and brand partners for an evening featuring ASICS-sponsored skateboarding demos and a live performance by rapper Rael at the finish line.
PUBLICIDADE (GAM) — 1250x250
