I complain so often about what companies aren’t doing correctly I forget to look at when a company is performing in a manner that should be studied. ASICS has been doing an amazing job of reaching the customer where they are. In content creation the brand has 6 different digital footprints including an online magazine in Japan highlighting the fashion aspects of the Onitsuka Tiger line. They have a corporate site that keeps visitors up to date on the building of flagship stores and exciting additions to the brand’s design teams. What they do that really makes me happy (although it does need some work) is when they prepare for the launch of shoe they do:
an update on their corporate information site
a splash page on the site
and they also connect with the consumer via YouTube with a technical breakdown of their latest product.
The launch of their 25th iteration of the Gel-Kayano arrived with all of the tech specs you need and if you don’t want to read, click play:
GEL-KAYANO™ 25
GEL-KAYANO™ 25 features the new FlyteFoam™ Lyte and FlyteFoam™ Propel Technologies, working in parallel to deliver superior protection and enhanced stability no matter the distance.
NEW AND IMPROVED FEATURES
FlyteFoam™ Lyte is the next generation of ASICS lightweight and responsive cushioning technology [1] . The midsole formula features a reinforced, sustainable nanofiber compound which increases the foam’s durability and provides more stability for runners.
FlyteFoam™ Propel is ASICS’ newest patented [2] foam formulation designed to provide enhanced responsiveness in toe-off. Used in parallel tandem with the strategically-placed ASICS GEL™ technology, the GEL-KAYANO™ 25 works with the runner’s foot to provide superior shock absorption.
All-new Two-Layer Jacquard Mesh Upper offers a breathable, premium fit that improves flexibility and decreases irritation-causing wrinkles while maintaining lightweight—which means the runners will look as good as they feel.
https://www.youtube.com/watch?v=4HOpPiDzeeM&feature=youtu.be
Here is the interesting thing and the most important aspect of all, when you do a simple search of ASICS, the brand has 3 of the listings on the first page, but because they’ve created the release information from corporate as a press release the information from the wire delivers the same info as the website. This type of attention to detail in my opinion offsets some of the questionable product releases (now come on, you knew I had something to say) that are delivered from the brand. It doesn’t solve everything, but it shows how the brand is keeping their marketing and content creation in house and they aren’t solely relying on influencers without sharing in the creation of the content those influencers provide. For example, on their Onitsuka magazine their staff conducts the interviews with influencers and all content is created in house. The magazine is influential as it utilizes an IG styled feed of everyday people blended with “famous” people. It’s a very good form of content.
ASICS is almost at 4 Billion dollars a year. I didn’t do a prediction on the brand, but with the attention to detail they are paying with brick and mortar openings, it could be that the Big Three will no longer be Nike, adidas and Under Armour; ASICS with a few smart design moves in lifestyle could surpass UA… I know that’s a big claim, but the brand already has more shelf space than UA in stores.
Something to think about.
Note: check my math on ASICS annual income, I may be wrong.
