ASICS | Indigo Slate, A Zensar company

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ASICS

ASICS

Regaining momentum

With an emphasis on the Japanese market, we were tasked to create “heat” through a global social media campaign through all ASICS-owned channels.

Overview

ASICS stood at the top of the elite running world until a major competitor created a “supershoe” that broke the sub-two-hour marathon. Even in its home market at the famous Hakone Ekiden race—the single most watched sporting event in Japan—ASICS had lost some market share. However, with the release of METASPEED™ 2.0, ASICS now had a shoe that could compete toe-to-toe. We were tasked with building a clear, crisp communications strategy and social media asset library for global and local usage, with a particular emphasis on recruiting more Hakone Ekiden runners.

Client name

ASICS

Discipline

brand

Approach

In partnership with ASICS’ agency in Japan, we developed a strategy, narrative, and visual vocabulary for a documentary film about the Hakone Ekiden race. Our story highlighted the remarkable intensity of the training experience and the focus of an entire nation on a single sporting event. Then we ensured consistency across all markets by designing a detailed playbook and a library of assets for transcreation.

Solution

The documentary and accompanying assets connected ASICS with the elite runners of the Hakone Ekiden well before the event itself, encouraging them to wear ASICS during this highly visible race.