Asics is the new title sponsor of two Neon Run U.K. events set to take place in October in Leeds and Sunderland, respectively on Oct. 18 and Oct. 25. As part of the deal, besides being the naming rights sponsor, Asics will be the exclusive footwear and technical apparel category sponsor of the two events. The deal also provides that the brand will have an opportunity to extend the partnership to further events currently being developed. Neon Run is a 5-kilometer night-time run with four on-course neon “zones” of rock, disco, pop and British music, featuring lasers, black lights, strobes, dancers, and DJs. Neon Run events are currently held across Australia and South America and attract more than 10,000 people to each event.

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