GETTING ASICS BACK TO BASICS.
Once the number one running shoe brand, ASICS has been nudged into the middle. No longer the only specialist and not big enough to compete with Nike and Adidas, the brand has lost it’s way in recent years, resulting in share erosion and long term decline.
It was time to go back to the basics of what really matters to runners. To unpick who they really are, and move away from some of the long held beliefs that ended up in stereotypes and assumptions and did not deliver competitive advantage to ASICS.
Following a mixed qual+quant approach across four key global markets (USA, EMEA, China and Japan) we delivered a Global Segmentation for the ASICS performance runner brand.
Effectiveness
+90.6%
+46.5%
Year on year Performance Runner growth in China as of May 2021
Year on year Performance Runner growth in Europe as of May 2021
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