PLANNING ASSIGNMENT

ABOUT ASICS• Produces professional footwear and sporting equipment

• Known for top-ranked running shoes

• 66% of profits are from sales of sports shoes

• Heavily involved in research and tech advancements to improve customer athletic experience

• Strong supporter of sporting events and competitions

THE CHALLENGE

• Explore the street style frontier in the U.S. without forsaking ASICS’ heritage in equipment for serious athletes

• ASICS has realized the market value potential in the casual athlete and consumers who prefer an athletic style

THE CHALLENGE

• CURRENT TARGET: sports enthusiasts

• DESIRED EXPANDED TARGET: everyday athletes

BRAND TRUTH• Professional athletes and everyday athletes alike

aspire to achieve harmony of body and soul

• ASICS supports the activities that consumers enjoy, whatever those activities may be

• Backed by ASICS’ research and wide variety of products

CATEGORY WHITE SPACE• Nike and Adidas represent competition and

success as part of a team

• OPPORTUNITY: ASICS can represent personal fulfillment

• This is the real reason many consumers desire to be active

CONSUMER INSIGHT

I’m the world record holder in rush hour puddle hurdling and the undisputed champion of the behind-the-back three-point contest. I can feel and look like a pro without a room full of trophies at home. When I’m active, I’m an athlete, and when I’m having a good time, every day is filled with victories.

CULTURAL INSIGHT

“Dress for success” doesn’t just apply to the business world anymore. Consumers want to look like they’re ready to run a marathon even when their biggest race will be dashing for the shortest checkout line at the grocery store.

HOW CAN WE CHANGE BEHAVIOR?

• Encourage consumers to think of ASICS as a lifestyle brand appropriate for all personal gains, no matter how big or small

• Consumers will wear ASICS more often and for a wider variety of occasions

STRATEGIC RECOMMENDATION

• Position ASICS as the athletic equipment brand that propels consumers to fulfillment in athletic environments and everyday life

WHY IT WILL WORK

• Does not alienate current “sports enthusiast” target market

• Connects ASICS with the personal victories that come with being active

• Bridges the gap between functionality and style

THANK YOU