By  on January 14, 2019

Asics is making an about-face in its marketing plan as it prepares to mark its 70th anniversary this year. The Japanese sports brand is moving away from its push toward a Millennial lifestyle customer and putting the focus squarely back on its roots in running.

At the end of 2017, the company inked a deal with DJ/record producer and fashion designer Steve Aoki to appear in a marketing campaign intended to attract a younger customer who was not necessarily a runner. The association with Aoki, who has 8.4 million followers on Twitter and 7.3 million on Instagram, was intended to “set the tone for the new brand identity and philosophy — self-expression through movement colliding with culture and sport,” the company said at the time.

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