ASICS is known for its innovation and dedication to creating high-performance athletic gear that helps individuals reach their full potential.
The company has established itself as a leader in the athletic footwear and apparel industry, with a presence in over 100 countries worldwide. However, ASICS’ success is not just attributed to its high-quality products, but also its marketing strategies that have helped build a loyal customer base over the years.
In the interview, we had the opportunity to speak with ASICS’ Head of Global Marketing Communications, Fiona Berwick, who shared valuable insights into the company’s post-pandemic marketing philosophy and approach to staying relevant in an ever-changing landscape.
“We have been encouraging more people to become more active, and we have seen significant changes in people’s exercise patterns as a result. Therefore, one of our primary focuses is on helping people return to regular exercise,” said Fiona Berwick.
In terms of marathons, they have been an important part of ASICS’ marketing strategy for years. ASICS has a strong reputation for promoting health and wellness, and sponsoring marathons helps reinforce this brand identity.
Marathons also allow ASICS to showcase their latest products and technologies in a highly visible setting, as marathon runners are often seen as trendsetters and influencers in the fitness world.
Additionally, ASICS has used marathons as a platform to launch new marketing campaigns, partnerships, and initiatives, such as their “Sound Mind, Sound Body” campaign that emphasizes the connection between physical and mental health.
“The Tokyo Marathon is hugely popular, and for the first time since the pandemic, the international event is back to normal, which has made people eager to come here. I think it’s great exposure for the brand, as it is one of the World Marathon Majors. It has a hugely popular running culture in Japan,” Fiona added.
According to Fiona Berwick, both athletes and social influencers are effective in marketing for ASICS, but the effectiveness can depend on the specific marketing goals and target audience.
By partnering with well-known and high-performing athletes who are associated with ASICS, the brand can promote the quality and develop the performance of its products to the sports-focused audience. Additionally, athletes who are highly visible in their respective sports can help to increase brand recognition and awareness.
Social influencers, on the other hand, can be highly effective in promoting ASICS to a broader audience. ASICS can reach new and diverse markets by partnering with social media influencers with large followings and engaging with audiences across various platforms.
“There has been an increase in active running communities, clubs, and groups worldwide. Social media influencers can also help to promote the brand’s products to a wider audience and generate buzz through their social media channels.
A top-quality product is nothing without promotion from athletes and social influencers. We are talking about getting more people into running. Running is such an accessible sport for people. So I think the answer is, that you need both – the athletes and social influencers for effective marketing.
While athletes and social influencers have different roles, they are both important for a successful marketing strategy,” said Fiona.
