Our solution: the ASICS Ryan Hall Treadmill that let race fans personally experience the pace and speed of a champion marathoner. The truck-mounted ASICS treadmill only ran at one speed: the record-setting pace of America’s fastest marathoner, Ryan Hall. Using a special safety harness, contestants ran at Hall’s marathon pace (under five minutes per mile) until their legs and lungs gave out. Each participant got a video of their effort, there was a daily leaderboard and prizes for winners. Our hope was that hundreds would take part, news media would love it, and millions more would see it on TV.

Across all five boroughs of New York City, hundreds of race fans lined up to challenge the treadmill, many waiting more than an hour to test their speed and stamina. Each one of these participants left with a new understanding of how fast champion marathoners actually run. More importantly, news media went crazy for the treadmill, which was featured on CNN International, ABC News, and Runners' World. Runners posted their personal treadmill videos via social media and challenged each other to "better their best."