But Hero Breath promises to be something quite different. It claims to be the exhalations of Japanese Olympic heroes from the Tokyo '64 games, contained in a can. Inevitably, it attempts to drive people to a web site.
Part of an ultra-cool viral campaign promoting ASICS's new 'heritage' trainer range, Hero Breath - which promises to have 'a positive influence on your sporting achievement' - has been sent to trainer dealers as part of an award-winning DM effort. And now they're sending out more to trainer aficionados, known as 'sneaker heads'.
This time, though, Hero Breath will help to promote a film in which Kenshi, a fish gutter from Japan, attempts to run on his fingers - wearing ASICS finger-sneakers - to every Olympic games since Tokyo. He eventually has to have one of his fingers amputated and considers hopping to Athens instead.
The site (www.therunningfish gutter.com) can be viewed upside down (reflecting Kenshi's usual view of the world) and, to absolutely no-one's surprise, the agency behind the campaign, Strawberry Frog, is based in Amsterdam.
If the creatives ever can their breath, Terminator suggests that potential consumers consult their physician first.