ASICS | Behind the Brand

TL;DR

Director of Marketing for Asics America discusses the history of the brand, marketing strategies, and tips for success in the industry.

Transcript

hi I'm Shannon Scott director of advertising and marketing communications at 8-6 America and you're watching behind the brand behind the brand features the people who are making things happen get the insight to grow your visitors who've done it get behind the brand hi I'm Brian Elliot welcome to another edition of behind the brand today I'm here wi... Read More

Key Insights

• 🤯 The name "Asics" stands for "Anima Sana In Corpore Sano," representing the brand's belief in the importance of a sound mind and body through sports.
• ⚾ Asics offers a wide range of products for various sports, including running, baseball, basketball, and more.
• ❓ The company utilizes digital marketing strategies, including creating content and in-market activations, to connect with consumers and enhance brand awareness.
• 🎯 Asics targets two main demographics, skilled experts, and unlimited competitors, to tailor their marketing strategies.
• 💪 Building a strong brand requires a combination of traditional and digital marketing, integrated across various platforms.
• 🙊 Asics emphasizes the importance of trust in instincts and speaking up with ideas and opinions to drive success.
• 👩‍💼 Female entrepreneurs and business women are encouraged to be confident, passionate, and embrace their expertise in the industry.

Questions & Answers

Q: How did Asics get its name?

Asics is an acronym for the Latin phrase "Anima Sana In Corpore Sano," which translates to "sound mind, sound body." It was chosen by the founder, Mr. Kihachiro Onitsuka, to represent the brand's focus on the benefits of sports for overall well-being.

Q: What marketing strategies does Asics employ?

Asics has embraced the digital space and creates content and in-market activations to connect with consumers. They have organized events like the New York City Marathon, where people could race against their premier marathoner, Ryan Hall, and created unique experiences like a treadmill on a flatbed truck.

Q: How does Asics target their consumers?

Asics has identified two target demographics, skilled experts, and unlimited competitors. They acknowledge that people can fall into different categories at different times, so they blend these two archetypes to create personalized marketing strategies.

Q: How does Asics compete against bigger brands like Nike and Adidas?

Asics considers themselves a challenger brand and sets short and long-term goals to grow and compete in the industry. They focus on constantly chipping away at their objectives and staying true to their brand values.

Summary & Key Takeaways

• Shannon Scott, director of marketing for Asics America, shares how she got her job and the history of the brand, which was founded in 1949 to promote sports in war-torn communities.

• Asics offers a variety of products for different sports, including running, baseball, basketball, training, and more.

• The company focuses on creating content and in-market activations to connect with consumers and showcase the experience of being an elite athlete.