Asics’ strategy to race ahead of competition

Posted by Gregory Buchman on December 19th, 2019

In a country where cricket is buy asics clothing religion, and cricketers worshipped by fans, and brands alike, how does a Japanese sportswear and accessories brand break the clutter? Choose a different sport, and be persistent and consistent in your marketing strategy, according to ASICS. However, the brand’s strategy to choose running as a sport for its associations and marketing goes deeper. Anima Sana In Corpore Sano, meaning ‘A Sound Mind in a Sound Body’ is an old Latin phrase from which ASICS is derived asics clothing sale and the fundamental platform on which the brand still stands, the company’s profile says. Rajat Khurana, managing director, ASICS India explains that even before the brand established its distribution channels in India, it made sure to have a presence in the country’s running/marathon circuits. This holistic approach to sports marketing has also meant that the brand has been able to rope in up and coming faces from India’s growing non-cricket sports portfolio, along with newcomers on the cricket field. Founded by Kihachiro Onitsuka in 1949, the asics clothing outlet brand has a long heritage in sports based on the founding philosophy of the company. It operates on the belief that sport has the power to change lives. It launched in India in 2015, and has since then aimed to highlight this brand message through its products, marketing campaigns and collaborations. Part of this has been achieved by partnering with athletes across the spectrum of sports with most of them already representing India at various events. “Our association with the Mumbai Marathon asics jacket sale for over 10 years has demonstrated our commitment towards the sport of Running and we continue to engage with the runners in India to improve our product offerings accordingly,” he adds. Mostly recently, it launched the joy of Running campaign which marks a national call for people to get inspired to run without a finish line and propagate this habit if not for anything else, for the joy of running itself. The brand aims to promote this ideology by engaging with their in-house coaches, fitness influencers and nutrition experts of the ASICS Running Club in different cities across India.