Source: ASICS Global – The Official Corporate Website for ASICS and Its Affiliates
The question is whether this signing has more to do with ASICS bolstering its roster after tennis has taken off like a rocket since social distancing, or ASICS ensuring they have another of the top players in the sport since their main endorsed athlete has chosen to be unvaxxed, is difficult to ascertain. Whatever the decision, ASICS has locked up a player on the rise who just so happens to sport 1 million followers on IG and is easily one of the most handsome players in the game. The potential for off the court marketing opportunities increases considerably with the photogenic Matteo. The athlete formerly wore Lotto, but the move to ASICS moves him into another audience in Japan and allows for the ASICS to continue to grow the segment. While many have discussed the growth in hiking and running after and during Covid quarantine, the stats in tennis have also elevated considerably, “Tennis participation in the U.S. increased by 22% in 2020, with 21.64 million people hitting the courts, according to recent data from the Physical Activity Council’s Participation (PAC) report produced by Sports Marketing Surveys. The survey and report monitor more than 120 different sports and activities participated in by Americans” (USTA 2020). Novak may be an awesome player, but Matteo has considerable crossover potential.
