ASICS has announced it will be the official sports sponsor of the BUPA London 10,000, an all-new road race taking place on Bank Holiday Monday, May 26 2008.

The brand already leads shoe counts at major running events and has a successful and well-attended nationwide race events series. Joining the runners are ASICS ambassadors Toby Lambert, Natalie Harvey, Ian Hudspith, Mara Yamauchi, Louise Damen, Michelle Ross Cope and Tomas Abyu.

"This new event is a fantastic opportunity for our brand," says ASICS Marketing Manager, Eoin Treacy. "From a branding point of view this is a hugely valuable exercise as it places us at the forefront as the lead performance footwear and apparel manufacturer for the race.

"We are also delighted to get behind new running initiatives and events, especially those that bring together so many people that share our passion for
running and wellbeing. The London Marathon is an immensely popular event – we know how successful that event has been and are anticipating similar
enthusiasm for the BUPA London 10,000," he says.

Building on the huge popularity of the London Marathon and the BUPA Great North Run, the race will start and finish at St. James’ Park and use Green Park as its assembly area. Expectation for the event is high, with BBC Television already committing to showing a highlights programme of the event.