Japan based running brand Asics has swiftly adapted to new circumstances that included launching products via VR when Corona hit, moving physical experiences online, coming up with a solidarity campaign like #unitedyetunited, offering their Asics Studio excersice app for free and shifting their retail strategy to digital and doing extensive research via the community in their run keeper app, learning how a lot of (new) runners are aiming for mental health benefits when hitting the trail – and publishing input under #runtofeel. All within a truly short time and infused through their original brand purpose – as they are also leaning closer to the original meaning of their brand name: „The brand’s name is an acronym for ‘Anima sana in corpore sano’ — a Latin motto meaning ‘A sound mind in a sound body’.“ After they integrated online experiences and mental health, next on the list is to be even more helpful in finding the right gear. And – no matter if stores will be open again – the retail shift to online is here to stay according to Asics.
Learn more in the detailed article published with thedrum:

Image: Asics