ASICS: Strategic Marketing, Innovation, and Purpose in Sport

Campaigns That Connect

ASICS has utilized research such as "State of Mind" and "Move Her Minds" to underpin its campaigns, demonstrating the positive correlation between movement and mental health. Examples of global campaigns include:

• Desk Break: Encouraged 15 minutes of daily movement for more energy and focus, launched on the eve of World Mental Health Day.
• Mind Pace Friend: Focused on the relationship between pet owners and exercise, showing that pets motivate physical activity.
• Everyday Escape: Highlighted that you don't need to spend much to achieve well-being; 15 minutes of movement can be a daily "escape."

Marketing and Engagement Ecosystem

ASICS' approach is 360-degree, aiming to communicate with consumers in a memorably and relevant way. This manifests through various elements:

• ASICS House: A brand space that offers services and experiences for runners, such as shoe trials, hydration, and massage, without a direct sales focus.
• ASICS House on the Track: A truck that brings this experience to other Brazilian cities.
• Sponsorship of Athletes and Training Groups: Strengthening the connection with the running community.
• ASICS One Loyalty Program: Integrated across all touchpoints to accompany the runner's journey.

Iconic Events That Connect Hearts

ASICS has a strong presence in running events, with a diverse portfolio:

• Ayrton Senna Racing Day: Considered one of Constanza's favorite races, with great emotional appeal. The partnership with Senna Brand has already resulted in nine collaborations, such as the collection inspired by Senna's historic 1984 victory with Mercedes-Benz, featuring the Nimbus 28.
• ASICS Golden Run: Celebrates 15 years of the circuit and has expanded into Latin America, with stages in Santiago, Lima, and Medellín. The race is known for its experience, diversity, inclusion, and sustainability.
• ASICS Run Challenge: Created to expand the running circuit beyond the São Paulo-Rio axis, offering shorter distances (4k, 7k, and 15k) in six cities: Belo Horizonte, Fortaleza, Salvador, Florianópolis, Brasília, and Recife.

The Product Portfolio and Continuous Innovation

Constanza highlights that ASICS offers products for all types of runners. Product lines include:

• Blast Family: A resounding success, with models like NovaBlast and SuperBlast (Constanza's favorite), which has rapidly expanded its lineup.
• ASICS Legends: Iconic models such as the Nimbus 28 and the Kayano 33, which remain important pillars of the portfolio.
• Meta Speed Family: Designed for speed and elite performance.

Innovation is constant, with technologies developed in the latest lines being migrated to classic models, ensuring that the entire portfolio remains updated and competitive.

Constanza Novillo's Personal and Professional Journey

Born in Argentina and having lived in California since age 11, Constanza had a diverse academic background, from politics and economics at UC Berkeley to an MBA with an emphasis in international marketing. Her passion for sports began early, with years dedicated to swimming, synchronized swimming, and water polo. She spent 13 years at Puma, working in marketing, product, and sales, which gave her a holistic business view. Her arrival at ASICS, after a period of consulting and mentoring startups, marked a return to a large multinational and a new immersion into the brand's Japanese culture (Constanza reveals she has 25% Japanese ancestry), known for its more indirect and hierarchical communication, demanding adaptability and negotiation.

She confesses that she started running because of ASICS, showing how the company's culture intertwines with the lives of its employees.

The Importance of the Brazilian Market for Global ASICS

Recently, ASICS' Global President and COO, Mr. Tominaga, visited Latin America for the first time, including Brazil. This visit reinforces the region's importance to the company. Tominaga-san had the opportunity to experience the local reality, meeting employees, visiting stores, and interacting with athletes. He even played tennis with Matheus Pucinelli and Gustavo Carneiro (para-athlete), experiencing wheelchair tennis, a significant experience that highlights ASICS' sponsorship of the Brazilian Paralympic Committee.

Athlete and Influencer Strategy: An Essential Balance

ASICS adopts a balanced stakeholder portfolio strategy, including elite athletes, running coaches/groups, crews, influencers, and specialized channels. Constanza emphasizes that one cannot depend on a single profile to deliver everything, and that diversification is fundamental for product credibility and brand reach, complementing high performance with base engagement.

The Z2 Moment: Overcoming Challenges with Energy

Constanza shares her Z2 Moment, a challenging period during the pandemic. With young children and elementary school online, she struggled to balance work and personal life, resulting in reduced physical activity. The energy to return to training came from ASICS' virtual running challenges (on Runkeeper), where group motivation and healthy peer pressure from global colleagues propelled her back into running, even amidst the chaos of the pandemic.

ASICS continues to inspire through movement, showing that with strategy, purpose, and a deep understanding of the consumer, it's possible not only to sell products but to build an engaged community and promote well-being. To learn more about ASICS products and events, follow the brand on social media and participate in races and activations.