How Asics has shifted their strategy during CoVid


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

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Nina Rieke

Nina Rieke

Nina is an expert for brand- and communication strategies with a highly successful track record in marketing and advertising agencies.

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