ASICS

“FUN RUNNER”
BRIEF
Maggie Tyndall
 TABLE OF CONTENTS

AUDIENCE &
CONTEXT 0 OBJECTIVES 0
01 PERSONA
2 3

0 INSIGHT 0 MAIN IDEA 0 SUPPORT

POINTS,
4 5 6 TONE, &
EMOTION
ASICS
● Japanese sportswear brand most
successful in the running category.
● According to the case study, nearly
50% of finishers in major
international marathons wore ASICS
shoes - more than any other brand.
● Their usual consumer: a serious and
stoic runner. Many are male, upper
middle class, and over 35 years old.
● As participation in marathons
decreased and participation in
5K/10K “Fun Runs” increased, ASICS
needed to adjust their audience to
maintain profits.
FUN RUNNERS
● Run more for health or enjoyment, not
necessarily physical
accomplishment/athleticism
● More conscious of price and less willing to
spend a large sum of money on running
sneakers
● Run much shorter distances, between 5K and
10K and usually in a group
● Younger and typically female
● Chose shoes that were still viewed as
comfortable and protective but we stylish
● Don’t consider themselves “runners”
○ Because ASICS is the ‘runner’s brand’
that sponsors marathons, ASICS doesn’t
seem relevant for them
 “Being a trusted brand with high technology is
important, but that is not enough. We need to
infuse excitement. Fun runners are more fashion
conscious and look for interesting upper designs.
- PAUL MILES, SENIOR GENERAL MANAGER,
GLOBAL MARKETING DIVISION
KEY
QUESTION:
How do we attract Fun Runners to
the ASICS brand without alienating
the current ASICS customer - the
Serious Runner?
 OBJECTIVES

Change Fun Runner

perception of ASICS Position ASICS as a “brand
style and design. We for people who like to
want them to think this run,” not as “the
shoe is fashionable, not runner’s brand”
just functional
THE FUN RUNNER…
● Is a woman in her 30s who enjoys doing a
5K or 10K here and there to support a
good cause with her friends and/or family
● She stays in shape, but doesn’t consider
herself too sporty or athletic.
● She prioritizes her career and family
 THE FUN RUNNER
PERSONA
Natalie is 31 years old, married, and a mom to a one year old boy. She
works in a hospital as a nurse and lives in a close-knit suburban
community outside a big city, where she’ll sometimes go with her
husband for a night out or drinks with friends.

She first participated in a 5K to help raise funds for Breast Cancer

Awareness. Now, she runs in the occasional 5K to support other causes
and enjoys a run on the beach in the summer, but doesn’t consistently
exercise or train (or buy new sneakers to enhance performance).

She usually wears Nike or New Balance running sneakers because they’re
casual and cute, but still comfortable while running. Any running she
does is monitored through her Apple Watch.
INSIGHT
Natalie, and other “Fun Runners,” don’t consider

themselves runners.

Since ASICS is the “runner’s brand,” they do not

feel a connection to the brand and therefore

purchase their sportswear and running sneakers

elsewhere.
 SUPPORT POINTS

● Page 7 of the case study discusses this insight as detailed by Paul Miles, ASICS
Senior General Manager of the Global Marketing Division.
● Motivations behind running are further outlined in Exhibit 8.
○ These “fun runners” are classified as “social exercisers.”
■ Social exercisers are people who I like to run with friends or a running
club. When friends can’t make it, they don’t run by themselves.
○ Other psychographic groups in exhibit 8 include Skilled Experts (who are
current ASICS consumers), Unlimited Competitors, Passionate Players, and
Healthy Relaxers (whose relationship with ASICS is likely similar to the
social exercisers).
● We also know that if these people aren’t buying intense performance minded
footwear from ASICS, they are likely purchasing elsewhere.
● Since over 50% of ASICS sales come from their performance footwear, we know
that if they do have a relationship with ASICS, it isn’t a strong or sustainable one
if the positioning remains the same.
BRAND TONE, PERSONALITY, AND EMOTION

● For these consumers, it isn’t about winning. It isn’t about being your most
athletic self. It’s about having fun.
● The advertising to target these consumers will be emotional, centered on
enjoyment.
● While previous advertisements have given the brand a strong athletic feel, we
want these ads to still be focused on fitness, but the social enjoyment that can
come out of it.
● The “Want It More” campaign is also emotional, but in a very different way
○ This campaign focuses on motivation to succeed, desire to win, and
reaching for self-actualization. Fun runners to do not have the same
reasons for running.
 THANK
YOU!
Sources used:

Opek, Elie & Kanno, Akiki. ASICS: Chasing a 2020

Vision. Harvard Business School, 2018.