Mumbai: In a world where the pursuit of fitness and athletic achievement knows no bounds, Asics India emerges as a beacon of innovation and community engagement in the running sphere. Rooted in the timeless ethos of “Anima Sana In Corpore Sano” – a sound mind in a sound body, Asics has been a stalwart in the athletic footwear and apparel industry for over seven decades.
Explore how Asics maintains its brand identity while catering to the unique needs of every runner, backed by cutting-edge technology and a commitment to excellence. Delve into the vibrant landscape of Asics India, where strategic partnerships with iconic events like the TCS World 10K Run Bengaluru and a dedication to fostering a diverse community of athletes redefine the running experience. Discover the heartwarming stories of individuals whose lives have been transformed by Asics running shoes and the inspiring victories that fuel the brand’s dedication to empowering athletes at every level.
Indiantelevision caught up with Asics India head of marketing Saurabh Sharma to unveil the secrets behind Asics’ rise to prominence, its innovative marketing strategies, and the inspiring stories of those whose lives have been transformed by the power of Asics running shoes.”
Edited Excerpts
On Asics planning to leverage its partnership with the TCS World 10K Run to solidify its presence in the southern region
The TCS World 10K Bengaluru is a pivotal moment for us. Capturing the south market holds strategic importance, considering its size and influence. This partnership aligns seamlessly with our broader goals to not only showcase our product technology and business contribution at the event but also to enhance brand visibility.
These events serve as ideal platforms to showcase our support to fitness, lifestyle and performance apparel and driving brand consideration amongst consumers. With the changing consumer landscape and increasing sports demand in these regions, we recognize the immense opportunities they present. Active participation in such runs demonstrates our commitment to maintaining a leading position in the Indian sporting goods market.
On Asics maintaining its brand identity while catering to diverse customer segments within the running community
At Asics, we understand that every runner has individual goals, and we recognize the importance of catering to this diverse segment. While maintaining our brand identity as a technology and performance-focused brand in athletic footwear is paramount, we accomplish this through a thoughtfully curated product range that caters to every runner’s stride. We believe every runner deserves the perfect shoe for their individual goals, that’s why we offer a wide range of footwear. Asics’ stability footwear provides the support some runners crave, while lightweight trainers unleash the speed of others. From cutting-edge technologies like FLYTEFOAM and AMPLIFOAM cushioning to the trusted support of Rearfoot GEL, we ensure runners of all levels experience comfort and can enhance their performance with each step.
On the recent strategic collaborations that Asics India has undertaken to enhance its marketing efforts
Asics presence in India’s top running events like Tata Mumbai Marathon, TCS World 10K and our recent collaboration with New Delhi Marathon has been a strategic move that allows the brand to connect with runners in key regions alongside many athletes across the country who look up to these premier marathons and running experiences year-on-year.
Asics has always been a step ahead when it comes to innovation game in marketing. Our brand mission is to reach a wider range of consumers targeting not only tier-1 cities but also tier–2 and 3 cities to ensure that we drive awareness and reach across different regions targeting our potential consumers. Talking about our strategic association with Asics Brand athletes in segments like cricket, squash, tennis and running signifies about our brand approach to cover sports, fitness and training activities, these are smart initiatives to boost brand awareness and lure folks into our retail outlets. We know how to blend innovation with collaboration for some seriously successful marketing campaigns.
On Asics gathering and analysing consumer insights to stay informed about evolving preferences and trends in the running shoe market
We leverage on our community and running events to get feedback from participants that is later analysed and incorporated while developing new innovations and technology.
Asics Institute of Sport Science produces a wide variety of research, where human form, movement and physiology are the focus. At the Asics ISS, work and research is being done day in and day out to create and provide athletes with helpful technologies. Over the years, Asics has addressed what sports science is and worked hard to research, develop and create quality products for customers. The Asics Institute of Sport Science continues to work tirelessly to develop products that perpetuate the enjoyment and development of athletics using personalization and digital technology.
Asics is committed to deliver the best-in-class products to customers ensuring they get maximum support and comfort while they are on their path to achieve new milestones in their fitness journey. Currently, there’s a trend towards not just shoes but a holistic running experience. Asics values the new emerging needs of customers that is why we are not just selling shoes; we are selling lifestyle and technology. Our approach involves staying ahead of the game, blending comfort and performance to cater to the ever-evolving demands of today’s runners. We understand that it is not just about the run rather about the entire running journey.
On Asics leveraging social media and digital platforms to engage with runners and influencers and foster a sense of community around the brand
Asics India understands the importance of creating a strong running community. We go beyond selling running shoes and apparel by actively engaging with runners of all levels. Our partnership with top running events like the Tata Mumbai Marathon, TCS World 10K Run Bengaluru and New Delhi Marathon provides a platform to directly connect with athletes. We have a dedicated running club that offers a platform for runners to connect, exchange training tips and learn from each other’s experiences.
We constantly keep an eye on athletes, our collaborations with T Gopi, Sawan Barwal and Harman Jot Singh inspire runners and demonstrate Asics’ commitment. On-boarding influencers like Asics coach Deepa Nayak, Girish Bindra and Megha Kishore has helped us reaching out to a larger social media audience. These initiatives highlight Asics’ dedication to creating a supportive and empowering environment for runners.
On the notable customer testimonials or success stories that highlighting the positive impact of Asics running shoes on runners
At Asics, our core focus lies in fostering a community around running and athletic performance. One of the greatest testament to the positive impact of our shoes is the loyalty of our customers. Many customers return with positive reviews and repurchase, often bringing friends and family.
One such inspiring story of our Asics Running Club coach Ms. Deepa Nayak who’s in the running community with over 10 years of running experience and 5 years of coaching experience. Deepa is also an ACE-certified personal trainer; she has done 16 marathons with 10 times Boston qualified and the fastest Indian female in the Berlin Marathon 2022 with a time of 3:18 and in the Tokyo Marathon 2024 with 3:13 marathon. She has run the Boston and London marathons in a span of 6 days with a time of 3:22 and 3:23 respectively in the year 2023. From an inactive childhood, being called a fat girl to being persistent at marathons, achieving 3:13 is a long journey with consistent hard work. Her passion for running has driven her towards coaching, leaving her corporate job to pursue coaching full-time. She has coached over 200 runners and now working with Asics Running Club and Runners 360 to help runners achieve their goals.
We’re proud to see athletes achieve their best with our shoes. We are committed to designing shoes that empower runners of all levels to perform at their peak, and victories like Thonakal Gopi’s win at the New Delhi Marathon are truly inspiring.
Our commitment extends beyond running. We’re constantly innovating and striving to be a part of inspiring journeys, like the journey of our brand athlete Rohan Bopanna. His dedication to peak performance perfectly aligns with our commitment to innovative technology and best-in-class products in footwear and apparel. We share a common passion for inspiring people to move and maintain overall well-being.
