At AskMen, native advertising means hosting running events for Asics

AskMen’s content studio, BrandFusion, is heading by the publisher’s former editor in chief, Armando Gomez. It used to do more traditional content but now has branched out, along with Asics, into doing experiential work. A new campaign called GEL has newsletters, articles but also real-life experiential stunts with running clubs across the country. Evolved brands demand this offering, said Jonathan Sandals, who headed the work.