ASICS has been feeling the pressure to expand its consumer base towards the “fun runner” category since they have reached a limit of growth in the marathon category. The relationship that ASICS has built with the serious runners is extreme, demonstrated by the 50% of runners in major international marathons wearing ASICS shoes. However, they are reaching a limit to grow in the marathon category as full marathon runners' participation is no longer growing, thus causing the company to have lower profits than desired.
Client Ask
Create a strategy to target Fun Runners.
Challenge
Make Fun Runners aware that ASICS has a shoe fit for them.
Insight
Creating small goals and achieving them through exercise is something that runners can relate to. Regardless if it’s a 5k, a marathon, or a just tieing up shoes with the intent to run.
Main Idea
ASICS will help support you, no matter the distance.
Persona
Client: ASICS
Student Work
My Role: ST