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ASICS
For a large proportion of runners, they look no further than ASICS. But the brand is also working hard in rugby, football and much, much more. We spoke to Eoin Treacey, Marketing Manager, to find out more about this forward-thinking, independent-friendly brand...
For many customers, ASICS is recognised predominantly as a running shoe brand, but there's more to you than that. What other markets are key for the company?
We pride ourselves on being a high performance sports manufacturer offering apparel and footwear to everyone from the hardened enthusiast to someone just getting into sports. As a leading sports manufacturer we encompass all types or sports predominately known for our performance running footwear and apparel. We retail to several other markets including rugby, football and court sports including tennis, netball, squash as well as children's footwear and apparel.
And which markets are growth areas for you?
In the UK we have been developing our rugby offering not only through launching revolutionary product but also through our sponsorship programme. Last year we launched a number of rugby boots encompassing groundbreaking technology in the form of HG 10 mm technology. This is an injury prevention insole placed within the rugby boot and never before seen in a high performance rugby boot. The launch of these shoes has allowed us to sign some sensational players as ambassadors, including leading England players Jamie Noon and Toby Flood. ASICS is also the official footwear supplier to Guinness Premiership sides Saracens and Sale Sharks.
Our apparel range is developed through on going research and development with cutting edge technical wear also included. This year sees the launch of Inner Muscle, a garment which has taken years of research and development in Kobe, Japan to perfect.
How do you market to your customers and potential customers?
We have a hardworking sales force that is well known to retailers. Supported by the technical representatives, ASICS run a ‘face to face' policy were each retailer is regularly visited and contacted. The ASICS sales force work very closely with retailers holding customer evenings, in-store tech tours and other media events. A good example here was the launch of our rugby contract with the Scottish Rugby Academy we held this in conjunction with Greaves Sports Store in Glasgow on 15 February 2008.
What retail merchandise do you produce? Are there other ways you support independent retailers?
We have an online hub which retailers can access and download a wealth of information from POS through to images and general information.
We regularly track what is requested and speak with retailers every six months to review what merchandise we offer and how we can offer an even more comprehensive package.
What's new for ASICS in 2008?
2008 is set to be a very exciting year for our brand. This summer we will be celebrating the birthday of the ASICS GEL-Nimbus 10, our leading shoe in the Cushioning category. The GEL-Nimbus 10 birthday running shoe will be evolving its performance comfort, style and technology and is sure to be this season's summer sensation.
Alongside this we are working on launching the latest in apparel, Inner Muscle, a sensational range of technically advanced clothing, worn by top athletes including Toby Flood, Jamie Noon, Monty Panesar and Michael Vaughan.
We also have several other extremely exciting events, which at the moment are under wraps!!
Do you have any key celebrity endorsements of ASICS product? How do you select athletes to endorse?
As a performance lead company we aim to focus on athletes who live and breath the company motto ‘sound mind sound body'.
We have a team of people who are constantly reviewing athletes from various sports from rugby through to athletics.
What's the ASICS relationship with the independent sports retailer like?
Excellent, and with the implementation of the "Ichiban" programme late last year we are continually striving to strengthen these relationships as they are working partnerships which need to be nurtured.
Many of your technical shoes are available in bigger chain stores in the UK; does this undermine the relationship with the independent retailer or harm it in some way?
The "Ichiban" programme allows us to give independent retailers a little extra. We offer a fuller package, adding value to the product and offering them knowledge and incentives on the high performance running collection that they successfully retail.
What's the customer's view of ASICS, in your opinion?
ASICS are certainly perceived as the UK's number one performance running shoe and apparel manufacturer. As well as one of the leaders in innovation across a wide variety of team and court sports.
How will ASICS grow as a brand in the medium to long-term?
In the medium to long term we are adapting to the market and developing a more lifestyle brand whilst continuing to dedicate time to multisports. This will allow both beginner runners and sports enthusiasts through to Olympic athletes the chance to wear a high performance brand and encompass a better way of life.
ASICS are all about creating a ‘sound mind sound body'
Where is your core advertising spend - specific targeted magazines, events, where do ASICS see their best penetration in advertising terms to the end user?
Presently we advertise within magazines, predominately health and fitness publications, this has been the specific focus for 2008. As, always we back some key UK events from marathons, half marathons through to triathlons and the new BUPA London 10,000.
Will that diversify in the future?
We will be increasing our online communications and have specifically employed someone to micro manage this area. Online communications are becoming increasingly important for us as a way of truly connecting with a customer. With the rise of online blogs from Facebook to YouTube we are implementing strategies which will target this market and really make us a cool brand aross the entire sports spectrum.
