Dominating the Court: ASICS' Digital Marketing Triumph in Europe

The Client

ASICS is a Japanese multinational corporation that produces sportswear and is driven by the mission of promoting well-being through sports. The company, founded by Kihachiro Onitsuka in post-war Japan, is named after the Latin phrase Anima Sana in Corpore Sano, meaning "a sound mind in a sound body". More than 70 years later, ASICS continues to uphold its original mission.

The Challenge

ASICS set out to become the most preferred Tennis brand in Europe and wanted to reinforce its association with the sport by ramping up its presence around key Tennis moments.

The Solution

Together with ASICS' paid media agency (Le Pub), we designed a digital marketing strategy aimed at shifting the conventional product-focused approach and moving our activities:

• From intermittent to alwayson presence;

• From product drops driven to category moments driven timings;

• From social only to contextual multi-touch ecosystems;

• From brand-led comms to brand ambassadors' content focus;

• From static/short form to editorial/long form engagement formats.

To execute this strategy, we partnered with relevant mainstream channels (e.g. Eurosport) and key contextual display partners (e.g. Seedtag). We also created our activation calendar around the central Tennis moments, ensuring our message would reach the right audiences at the right time.

The result(s)

• Significant shift in brand preference across all active markets;

• Increase in brand association with top Tennis athletes;

• Significant uplift in purchase intent across campaign markets.