Driving Sales for Asics
While ASICS was widely recognized as a leader in running and performance footwear, it faced a much larger identity crisis outside of the running space. In 2013, Allison+Partners was tasked with growing awareness of ASICS as a provider of high quality footwear, apparel and accessories related to a range of sports and fitness regimens while retaining its positive running reputation.
To showcase the breadth and depth of the brand, our team employed a variety of tactics, including media relations, guerilla stunts, charity partnerships and athletic event sponsorships, to reach a broader target audience. We worked with ASICS to sponsor events that complemented new product lines and pursued an aggressive media relations strategy around its signed professional athletes.
From a media perspective, activations under the brand’s “Nothing But Next” campaign secured more than 450 placements resulting in upwards of900 million media impressions. From a qualitative standpoint, coverage was secured in outlets that previously had covered the brand sporadically, if at all, including more general, mass publications that appealed to nominal fitness buffs as well as in niche sporting publications. These placements exposed consumers to the motivational aspect of the brand and garnered awareness of its growing assortment of products. The brand also continued to keep its “bonafides” in the running category through sponsorship of both the NY and LA Marathons and a consistent stream of coverage in dedicated running and performance publications.
To further humanize the brand, Allison+Partners created ASICS’ first ever cause partnership with actress Christina Applegate’s Right Action for Women Foundation (RAW). The nine-month partnership included access to Applegate for exclusive interviews, media outreach and social media engagement. The team garnered close to 150,000,000 media impressions along with 50 media placements including a segment on The Today Show and coverage in SELF,SHAPE, US Weekly and more.
Building upon the success of the partnership with Applegate, Allison+Partners negotiated partnerships with Right Action for Women Foundation, Cookies for Kids’ Cancer and the Prostate Cancer Foundation for a campaign in which a portion of select sneaker sales benefitted these charities. The variety and depth of coverage combined with media and consumer engagement contributed to increased sales for the company. As of August 2013,the ASICS America Group announced that net sales rose 11.2% in the prior nine months and that the company was on track to reach its billion dollar sales goal.
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