ASICS: Mind race

ASICS, a multinational sportswear corporation, leant into the wellness trend to improve its distinctiveness, resulting in brand and commercial benefits.

Overview

ASICS as a brand has a solid foundation within the running community for quality, science-backed products. But compared to its major competitors –Nike, Adidas –its market share and growth have been stunted by an inability to appeal to a broader audience of movement-minded people, not just runners. ASICS' own data shows that one of the biggest barriers to their growth is lack of distinctiveness when it comes to their brand. That's why we set out to develop a campaign that would tackle this business problem not by promoting its products, but by driving fame for ASICS' core brand in...

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