ASICS is a Japanese multinational corporation that produces sportswear and athletic footwear. The name is an acronym for the Latin phrase anima sana in corpore sano, which translates to “a sound mind in a sound body”. ASICS is best known for its sneakers, but also produces other footwear such as sandals, as well as clothing (T-shirts, jackets, hoodies, swimwear, compression garments, leggings, socks) and accessories (bags, backpacks, caps).
ASICS was founded in 1949 by Kihachiro Onitsuka, a former Japanese Olympic runner. The company’s first product was a basketball shoe called the “Onitsuka Tiger”. ASICS quickly expanded its product line to include other sports shoes, and by the 1960s, the company was supplying shoes to athletes competing in the Olympic Games.
In 1977, ASICS merged with two other Japanese sportswear companies, GTO and JELENK. The merger created a larger and more diversified company that was better positioned to compete in the global sportswear market.
Today, ASICS is a leading global sportswear brand. The company’s products are sold in over 160 countries, and ASICS is the official sponsor of many major sporting events, including the Olympic Games, the FIFA World Cup, and the UEFA Champions League.
ASICS is known for its high-quality products and its commitment to innovation. The company has a number of proprietary technologies that are designed to improve the performance of its shoes. For example, ASICS’s GEL technology uses shock-absorbing gel to protect the feet from impact, and ASICS’s FlyteFoam technology uses lightweight foam to provide cushioning and support.
ASICS is also committed to sustainability. The company uses recycled materials in its products, and it has a number of initiatives in place to reduce its environmental impact.
ASICS is a brand that is dedicated to helping people live healthy, active lives. The company’s products are designed to help people perform at their best, and ASICS is committed to providing its customers with the best possible experience.
Founding History of ASICS
The founding history of ASICS is a fascinating tale of determination, innovation, and a strong commitment to the pursuit of excellence in sports and athletic performance. The story begins in post-World War II Japan when a young entrepreneur named Kihachiro Onitsuka set out on a mission to inspire the nation to embrace physical fitness and a healthy lifestyle.
In 1949, at the age of 31, Kihachiro Onitsuka founded the company that would later become ASICS, initially naming it “Onitsuka Co., Ltd.” He was driven by the belief that sports had the power to rebuild and rejuvenate the spirit of the Japanese people after the devastation of the war. With limited resources but an abundance of determination, Onitsuka began manufacturing basketball shoes in his hometown of Kobe, Japan.
The first major milestone in the company’s history came in 1951 when Onitsuka released the “Tiger,” the first basketball shoe designed and manufactured in Japan. The shoe was revolutionary for its time, featuring a suction sole that provided better grip and traction on the basketball court. This innovative design caught the attention of athletes and coaches alike, setting the stage for the brand’s future success.
In the following years, Onitsuka continued to expand its product range, introducing footwear for various sports, including volleyball, running, and track and field. The company’s products gained a reputation for their quality and performance, further solidifying its position in the Japanese sporting goods market.
However, the turning point for the brand came in 1966 when Onitsuka introduced the Mexico 66, a running shoe designed for the Japan National Team to wear at the 1968 Mexico City Olympic Games. The Mexico 66 featured a distinctive crossed stripes design, which later evolved into the iconic ASICS logo we know today. The shoe’s success at the Olympics not only catapulted the brand to international recognition but also marked the official change of the company’s name from “Onitsuka Co., Ltd.” to “ASICS Corporation” in 1977.
The name “ASICS” was derived from the Latin phrase “Anima Sana In Corpore Sano,” which translates to “A Sound Mind in a Sound Body.” This name embodies the brand’s philosophy of promoting a healthy and balanced lifestyle through sports and physical activity.
Throughout the 1970s and 1980s, ASICS continued to make strides in the athletic footwear industry, introducing innovative technologies such as GEL cushioning, which provided superior shock absorption and comfort for runners. The GEL technology became a hallmark of ASICS running shoes and remains an essential feature of their products to this day.
ASICS expanded its global reach in the 1980s, establishing subsidiaries in the United States and Europe. The brand’s commitment to research and development led to the opening of the ASICS Research Institute of Sports Science in Kobe, where scientists and athletes collaborate to develop cutting-edge performance technologies.
Over the years, ASICS has continued to push the boundaries of athletic footwear and apparel, collaborating with top athletes, coaches, and sports scientists to refine its products. Today, ASICS is a leading global sports brand, trusted by athletes of all levels across a wide range of disciplines.
Marketing Strategies of ASICS
ASICS has implemented a range of marketing strategies to establish and maintain its presence in the highly competitive athletic industry. These strategies have been shaped by a focus on technological innovation, athlete endorsements, community engagement, and brand visibility. Let’s explore these marketing approaches in detail:
Technological Innovation and Performance Focus:
ASICS utilizes technological innovation and performance focus as core marketing strategies to distinguish themselves from competitors and resonate with athletes searching for top-notch sportswear options.
Research & Development Excellence: At the heart of ASICS’ achievements lies its commitment to research and development (R&D). The company’s product engineers collaborate closely with elite athletes and trainers to collect feedback and pinpoint areas needing improvement. Using state-of-the-art technology and materials, they design advanced footwear, clothing, and equipment tailored to individual demands. By concentrating on R&D and providing unparalleled performance, ASICS establishes itself as a trailblazing player in the sportswear industry.
Collaborative Approach with Athletes: ASICS actively involves athletes in the product development process via polls, trial sessions, and athlete advisory councils. This collaborative strategy guarantees that their offerings satisfy the precise necessities of dedicated athletes who expect nothing short of excellence. Additionally, it enables ASICS to amass valuable insights into consumer tastes and adapt its product range appropriately.
Emphasis on Scientific Test Outcomes: To substantiate the worthiness of their goods, ASICS consistently performs thorough scientific evaluations employing independent laboratories. The corporation discloses the findings of these investigations through both virtual and traditional channels, underscoring the advantages of their exclusive Gel Continuous Cushioning System, FluidFit upper fit technology, and other proprietary components. By corroborating their statements with solid evidence, ASICS persuades prospective purchasers of the virtues of investing in their premium products.
Athlete Endorsements and Brand Ambassadors: ASICS links itself with renowned athletes who epitomize the firm’s ideals of diligence, tenacity, and perpetual betterment. The company’s roster comprises globally acclaimed figures such as Novak Djokovic, Arsenal’s Tomiyasu, David Suazo, Mario Yepes. These remarkable athletes embody the spirit of continuous progress and dedication that defines ASICS’ mission. Their presence serves as living proof of the superiority and effectiveness of the brand’s merchandise.
By focusing on cutting-edge technology and collaboration with elite athletes, ASICS positions itself as a leader in the sportswear industry. Its emphasis on scientific testing results and athlete endorsements further fortifies customer trust and confidence in the brand’s ability to deliver top-quality products. Ultimately, ASICS leverages its marketing approach centered on technological innovation and performance focus to captivate discerning consumers seeking to maximize their athletic potential.
Athlete Endorsements and Sponsorships:
ASICS employs athlete endorsements and sponsorships as key marketing strategies to associate its brand with successful sportspersons and foster brand awareness. Here’s how:
Partnership with Elite Athletes: ASICS forms close relationships with prominent athletes across various disciplines like track and field, soccer, basketball, and more. By partnering with stars such as Usain Bolt, Novak Djokovic, Gareth Bale, and others, ASICS gains access to a vast global audience interested in sports and fitness. These associations not only boost brand exposure but also serve as testimonials to the quality and performance of ASICS products.
Event Sponsorship: ASICS supports major sporting events around the globe, including the Olympics, FIFA World Cup, and many others. By becoming an official supplier or apparel provider for these tournaments, ASICS ensures maximum visibility during live broadcasts watched by billions of fans worldwide. This extensive reach helps create strong brand recall and reinforces the association between ASICS and premier sports competition.
Grassroot Programs Support: ASICS runs several grassroot initiatives aimed at nurturing young talent and encouraging participation in sports. For instance, the “ASICS Challenge” program offers support to rising athletes across different age groups and skill levels. Through these projects, ASICS establishes deep connections with aspiring competitors and their families, thereby expanding its fan base and strengthening brand loyalty.
ASICS capitalizes on its partnerships with celebrated athletes and event sponsorships to amplify brand recognition and credibility. By engaging with customers through social media, content marketing, and grassroot programs, ASICS creates a cohesive narrative that associates its brand with success, passion, and commitment to enhancing human potential through sports. This comprehensive marketing approach has helped ASICS become a leading player in the sports footwear and apparel industry.
Content Marketing and Digital Presence:
ASICS utilizes content marketing and digital presence as crucial components of its overall marketing strategy. Here are some specific ways they implement these tactics:
Influencer Collaborations: ASICS collaborates with popular influencers from diverse fields like fashion, lifestyle, travel, and health to promote its products via social media channels. These influencers often share personal stories about their experiences using ASICS shoes or clothing, highlighting product features and benefits. This type of user-generated content resonates well with audiences, especially when it comes from relatable individuals who have experienced the brand firsthand.
Educational Content Creation: ASICS publishes educational content related to running form analysis, injury prevention, stretching techniques, and other aspects of athleticism. This information is available on the brand’s website and shared across social media platforms. By providing actionable insights and expert guidance, ASICS positions itself as a reliable source of knowledge within the sports community.
Product Demos and Reviews: ASICS frequently releases video demos and reviews of its latest shoe models, showcasing their unique features and benefits. These clips feature professional runners or trainers discussing the shoes’ cushioning systems, traction patterns, breathability, and durability. Such visual content appeals to both casual joggers and serious racers alike, helping ASICS attract a broader range of customers.
Interactive Online Communities: ASICS hosts online communities where users can connect, ask questions, and share experiences related to running, training, and racing. These virtual hubs encourage engagement among members and facilitate conversations focused on improving individual performance. By fostering a sense of camaraderie and mutual support, ASICS cultivates long-term customer loyalty and advocacy.
Personalized Email Campaigns: ASICS sends targeted email newsletters tailored to subscribers’ interests and preferences. These messages include exclusive deals, training plans, race reminders, and others. Subscribers receive customized recommendations based on their purchase history, browsing behavior, or self-reported goals. These emails help ASICS stay top-of-mind with customers while offering value beyond just promotional materials.
Overall, ASICS leverages content marketing and digital presence to build meaningful relationships with consumers by sharing useful information, creating interactive communities, and delivering personalized communications. This multi-faceted approach enhances brand reputation, drives sales growth, and solidifies customer retention over time.
Emotional Branding and Storytelling:
SICS employs emotional branding and storytelling strategies to create an authentic connection with its audience and evoke strong feelings associated with sportsmanship, perseverance, and achievement. Here are some examples of how ASICS implements these tactics:
Athlete Ambassadors and Success Stories: ASICS selects prominent athlete endorsers whose inspiring journeys align with the brand’s values and mission. The company shares their triumphs, setbacks, and motivating tales through various communication channels, emphasizing the role ASICS played in supporting them along the way. These heartwarming narratives resonate deeply with viewers, evoking admiration, empathy, and hope.
Inspirational Advertising Campaigns: ASICS develops compelling advertisements that convey powerful messages about determination, resilience, and pushing boundaries. These ads often feature iconic moments from famous athletes or everyday people achieving remarkable feats, accompanied by stirring soundtracks and thought-provoking captions. By tapping into universal human emotions and values, ASICS generates a ripple effect of positive sentiment and brand affinity.
Social Media Engagement and User Generated Content: ASICS actively participates in social media conversations surrounding major sporting events, global fitness movements, and personal milestones achieved by its customers. The brand curates and shares uplifting posts from regular folks accomplishing extraordinary things while wearing ASICS gear. These organic testimonials reinforce the brand’s association with success and drive viral engagement among the wider online community.
Event Sponsorship Highlights: When partnering with prestigious sporting occasions such as the Olympics or Commonwealth Games, ASICS captures poignant moments from athletes representing various nations and cultural backgrounds. The brand spotlights these memorable scenes through photo galleries, short films, and behind-the-scenes content, emphasizing the unifying power of sport and the human spirit.
CSR Initiatives Supporting Athletes Beyond Sports: ASICS recognizes the importance of holistic development for athletes and supports programs that promote education, mental health awareness, and career transitions after retirement. Through partnerships with organizations like the Dove Self Esteem Project and Mindspace, ASICS demonstrates its commitment to nurturing well-rounded individuals and contributing positively to society. By positioning itself as a socially responsible corporate citizen, ASICS strengthens its emotional bond with stakeholders and fosters a deeper sense of purpose beyond mere commerce.
“I Move Me” Global Movement: ASICS launched this initiative aimed at encouraging physical activity worldwide. The campaign centers around the idea that exercise not only benefits one’s body but also has profound effects on mental clarity, creativity, and overall happiness. By championing this message via influencer collaborations, experiential activations, and grassroots efforts, ASICS galvanizes a collective passion for movement and elevates its status as a catalyst for positive change.
ASICS employs emotional branding and storytelling to connect with its audience on a deeper level. The brand often shares inspiring stories of athletes who have overcome challenges or achieved remarkable feats while wearing ASICS products. These stories create an emotional bond with consumers, aligning them with the brand’s core values of perseverance, determination, and triumph.
Retail and In-store Experience:
ASICS places significant emphasis on the retail and in-store experience to ensure that customers have a positive encounter with the brand.
ASICS leverages its retail presence and in-store experience as marketing tools to showcase product quality, enhance consumer interaction, and cultivate brand loyalty. Here are specific ways ASICS executes this strategy:
Premium Store Concepts: ASICS operates several unique store formats tailored to different target audiences and shopping preferences.
For instance, flagship stores typically boast sleek, modern interiors reflecting the brand’s cutting-edge technology and performance focus.
Lifestyle stores may incorporate more lounge-like settings, highlighting comfort and versatility across casual wear and sportswear lines.
Pop-up shops during key seasons or event tie-ins might feature immersive installations, interactive displays, and exclusive merchandise offerings. Each concept serves as a tangible representation of ASICS’ dedication to innovation, style, and functionality.
Interactive Product Displays: ASICS arranges products within its stores in visually appealing arrangements that encourage hands-on exploration. Shoppers can try on shoes and apparel right away, testing out features like Gel cushioning or ClimaCool ventilation. Some locations even have treadmills or turf areas where visitors can feel the traction and stability differences between running shoes. By allowing consumers to interact directly with products, ASICS heightens their understanding of the brand’s value proposition and boosts confidence in purchasing decisions.
Seasonal Merchandising and Promotions: To keep things fresh and engaging for returning customers, ASICS regularly updates its store layouts and visual merchandising schemes. During major sports events like the Olympics or World Cup, the brand might create thematic zones showcasing national team uniforms or athlete signature styles. Holiday periods such as back-to-school or end-of-season sales could see colorful banners and special discounts advertised prominently. These tactics help pique customer interest, drive traffic, and maximize sales opportunities through strategic timing and attention-grabbing displays.
Omnichannel Integration: ASICS seamlessly integrates its online and offline channels to ensure a consistent brand experience across all touchpoints. Customers can access the same website features, including personalized fit recommendations and virtual try-ons, while physically trying on items in-store. Mobile point-of-sale devices allow associates to complete transactions anywhere within the shop, minimizing wait times and streamlining checkout processes. Digital signage may display social media feeds or user-generated content featuring ASICS gear in action, amplifying word-of-mouth referrals and peer influence.
Loyalty Programs and Exclusives: ASICS offers various membership privileges and perks to reward repeat customers. Elite members receive priority access to new releases, customization options, or exclusive merchandise drops. Brand enthusiasts can join the Tiger Club, an online community forum sharing training tips, race recaps, and product reviews. Members can earn badges or rewards for participating in group challenges or attending sponsored events. Such programs reinforce brand affinity and encourage long-term patronage by acknowledging and valuing customer devotion.
ASICS excels at crafting memorable in-store encounters that blend high-tech innovations with human interaction. Their focus on education, entertainment, and sustainability creates lasting impressions that resonate beyond mere product promotion. By consistently delivering exceptional service and value to customers, ASICS solidifies its position as a leading sporting goods provider worldwide.
By employing a multi-faceted marketing approach that combines technology, athlete endorsements, community engagement, digital presence, storytelling, and social responsibility, ASICS has established itself as a leading force in the athletic industry, resonating with athletes and fitness enthusiasts worldwide.
Marketing Mix of ASICS
The marketing mix, also known as the 4Ps (Product, Price, Place, Promotion), is a fundamental framework used by companies like ASICS to develop their marketing strategies and successfully promote their products in the market. Let’s explore the marketing mix of ASICS in detail:
Product:
ASICS is primarily known for its high-performance athletic footwear and apparel. The product offerings of ASICS cover a wide range of sports, including running, volleyball, tennis, soccer, wrestling, and more. The brand continuously invests in research and development to introduce innovative technologies that enhance athletic performance and comfort.
ASICS’ product strategy is characterized by the following elements:
Technological Innovations: ASICS incorporates advanced technologies, such as GEL cushioning, FlyteFoam, and Impact Guidance System (IGS), into its footwear to provide optimal support, stability, and shock absorption for athletes.
Product Differentiation: ASICS offers a diverse range of shoes designed for specific sports and activities, each tailored to the unique needs of athletes. This product differentiation allows ASICS to target niche markets and cater to various athletic requirements.
Apparel and Accessories: In addition to footwear, ASICS offers a comprehensive line of sports apparel and accessories, including performance running clothing, compression gear, socks, bags, and other athletic essentials.
Price:
ASICS positions itself as a premium sports brand, focusing on the quality, performance, and technology of its products. The pricing strategy is reflective of the brand’s reputation for innovation and excellence. The pricing of ASICS products is generally higher compared to some mainstream athletic brands but is seen as a worthwhile investment for serious athletes and fitness enthusiasts.
ASICS employs value-based pricing, considering the features, benefits, and perceived value of its products to target specific market segments. The brand occasionally introduces mid-range or budget-friendly options to cater to price-sensitive customers or expand its market reach.
Place:
ASICS has a global presence, and its products are available through various distribution channels, including:
Retail Stores: ASICS operates its branded retail stores in key locations worldwide, offering customers a personalized shopping experience and expert guidance.
Online Channels: ASICS sells its products through its official e-commerce website, providing customers with a convenient and direct purchasing option.
Sporting Goods Retailers: ASICS products are distributed through third-party retailers, including sports specialty stores and department stores.
Partner Stores: The brand collaborates with select retailers and partners in exclusive deals to enhance its brand visibility and reach.
Promotion:
ASICS employs a comprehensive promotional strategy to create brand awareness, engage with consumers, and drive sales. The promotional activities include:
Advertising: ASICS runs advertising campaigns across various media, including television, print, online, and social media platforms. These campaigns often feature top athletes and highlight the performance benefits of ASICS products.
Endorsements: The brand leverages athlete endorsements and sponsorships to enhance its credibility and connect with its target audience.
Digital Marketing: ASICS actively engages in digital marketing through social media, email marketing, content creation, and search engine optimization to reach and engage with its online audience.
Event Sponsorship: ASICS sponsors major sports events, tournaments, and marathons to increase brand visibility and create a strong association with sports and athletic excellence.
Public Relations: ASICS engages in public relations activities to maintain a positive brand image and handle any issues or crises effectively.
Overall, ASICS’ marketing mix reflects its dedication to delivering high-quality, innovative products, supported by effective pricing, distribution, and promotional strategies. By prioritizing technological excellence, athlete endorsements, global presence, and community engagement, ASICS has solidified its position as a leading global sports brand.
Also Read: Marketing Strategies and Marketing Mix of PUMA
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