Create "GEL-TV", a commercial for Europe that resembles a taped Japanese home-shopping show. Two young hosts demonstrate GEL's effects in an outrageous way. The viewer is informed that he can order the shoe at www.gel.tv, a website which is also designed entirely in Japanese. A defunct online shop redirects the consumer to nearby sports retailers where the consumer can purchase the running shoe.

Having only aired twelve times, the commercial and the URL www.gel.tv have spread quickly on the Internet. Within five months, there were over 115,000 visits at the website and 40,000 downloads of the film. This has helped to make ASICS the fastest growing footwear brand in Europe according to NPD figures*.* National Purchase Diary (Total Sports Footwear Consumer Panel).