ASICS used the colorful art of Lite Brite to show off their customizeable kicks. 

Though it's nice to brag about your work winning awards and getting into the annuals, the Guinness World Records has always been a personal goal. With ASICS' help, we shattered the previous record by recreating their iconic ASICS Gel Lyte III sneaker with 347,004 original-sized plastic pegs, setting a new Guinness World Record at just over 11’ (h) x 15’ (w).

The Lite-Brite traveled across the country stopping at major music events and festivals including Lollapalooza, Voodoo Experience and Bumbershoot as well as designer footwear boutiques. In addition to the thousands of people who saw it live and in person, the record-setting display garnered some major media attention online with coverage on sites such as gizmodo, adrants, brandfreak, futureofads, illiterate, houseofhype and freshnessmag.