The integrated campaign to launch Ayami, ASICS' new range of women's sportswear, was designed to redefine beauty. To celebrate the effort and dedication that real women put into sport rather than just what they put on, the campaign featured real runners instead of models. Every runner that featured in the campaign was filmed and photographed during an actual run. So every bead of sweat, every flush of skin, every gasp of breath was 100% real. Runners were discovered via a widespread Facebook competition and even cast during a live audition at the Paris Marathon, judged by Olympic marathon champion Constantina Dita. The casting initiative was so successful that a quarter of all the women running in the Paris Marathon 2010 signed up to become the face of Ayami’s next campaign.