Asics – A Japanese Multinational Athletic Equipment Company
Asics is a Japanese multinational athletic equipment company founded in 1949 by Kihachiro Onitsuka. Ever since its beginning, Asics has become a popular name in the world of sports. The company has designed and delivered thousands of top quality products all around the globe, ranging from apparel and athletics shoes to performance gear and sports accessories. This article will discuss the history, product lines, and success of Asics.
History of Asics
Asics is a term derived from the Latin phrase Anima Sana In Corpore Sano, which means “a sound mind in a sound body”. It all began when Kihachiro Onitsuka started his own company, Onitsuka Co., Ltd. in Kobe, Japan in 1949. The company first focused on producing basketball shoes, followed by the production of other sportswear, track and field shoes, and leisurewear. In 1955, Onitsuka Co., Ltd. was rebranded to ASICS and began to expand across Japan and beyond.
The company’s mission has been to promote health, performance and education through its products and services. By 1964, the company had grown to sponsor track and field events, later expanding to many other countries in the following years. Over the years, ASICS has established a strong presence in global sportswear market with dedicated advertisement campaigns, sponsorships and collaborations, and partnerships with leading fashion brands.
Product Lines
ASICS offers a wide range of apparel and footwear for both men and women. Its product range includes running shoes, trail running shoes, tennis shoes, basketball shoes, walking shoes, and cross-training shoes, as well as numerous clothing items such as T-shirts, jackets, pants, dresses, and much more. For sports accessories, they provide sports watches, athletic bags, and a range of sports nutrition products.
Recently, ASICS launched a range of vegan footwear which is made of biodegradable materials such as sugar cane and eucalyptus fibers. This range contains both sneakers and boots and is suitable for active lifestyle and outdoor activities such as path walking, running, cycling, and even trekking.
The company also focuses on developing high quality products for people with disabilities. They provide special tools for children with physical disabilities, sensory products for people with learning disabilities, and rehabilitation programs for people with chronic illnesses.
In addition to traditional footwear, ASICS also offers customized options for runners, with the shoe upper, cushioning and color being personalized according to the runner’s preferences.
Marketing Strategies & Success
ASICS has had a strong presence in the sports and lifestyle industry for over 70 years and its success can be attributed to several factors. The company has built its brand through sponsorships and collaborations with leading athletes, sports teams, top international sporting events, and leading lifestyle brands.
ASICS relies heavily on digital marketing and advertising which is key to the company’s success. Their digital campaigns are tailored to a specific target market, be it through online video ads, influencer campaigns, or digital storytelling. A recent example of this is the #MoveBetter digital film challenge, a partnership between ASICS and the International Association of Athletics Federations (IAAF). The challenge saw over 6,000 videos being submitted from 108 countries around the world. This helped drive awareness for ASICS’ wide range of performance gear and apparel.
Another marketing strategy employed by ASICS is their sponsorship program. The company works with over 40 athletes and teams in 20 countries around the world. This program helps to strengthen the ASICS brand recognition in different markets and across different sports. Aside from the athletes and teams, ASICS also sponsors the Tokyo Marathon, one of the biggest marathons in the world.
ASICS has successfully established its presence in the athletic equipment industry in over 70 years. The company has successfully used innovative marketing strategies such as digital campaigns, sponsorships, and collaborations with top athletes and sports teams to ensure their products reach the people who need them. Their continuous focus on designing quality products and expanding their product lines has made them one of the leading players in the sports and performance market.
