With its advanced technology (including its patented GEL soles), Asics has a good reputation amongst professional and recreational runners. However, compared to its competitors, the brand has a more rational appeal. Moreover, it is difficult to become truly established alongside the supremely powerful competition in Europe and write a successful growth story.
Instead of taking a lifestyle angle, we focus on its own strength and introduce the claim “Intelligent Sports Technology”. It sounds initially cumbersome, however it becomes emotionally charged. In a Europe-wide campaign focussing on TV, print and retail, Asics makes a statement for the first time, thereby making itself known to a wider target group.
During the campaign, the brand records a double-digit increase in revenue. Asics becomes significantly more relevant, more well-known and much more popular. On the back of the success of our campaign, our client, the marketing manager in Amsterdam, becomes managing director of Asics Germany.