ASICS has always been a step ahead in the innovation game in marketing: Saurabh Sharma

Saurabh Sharma, Head of Marketing, ASICS India, shares insights into the remarkable journey of the company since its inception in 2015. From the inauguration of the first mono-store to becoming the sports goods partner for the New Delhi Marathon 2024, ASICS India has experienced substantial growth and expansion. With strategic partnerships and innovative marketing initiatives, ASICS has solidified its position as a leader in the running and fitness segment in India.

Could you share with us the journey of ASICS India since its inception in 2015, leading up to this significant milestone of being the sports goods partner for the New Delhi Marathon 2024?

In 2015, ASICS made its mark in India with the inauguration of the first mono-store, marking the beginning of a journey that has witnessed remarkable growth. Over the years, our products, be it footwear or apparel, have garnered an exceptional response from customers, with a noticeable surge in demand. In the past year alone, ASICS India experienced a robust 40% growth, and we are poised for further expansion. With the recent milestone of our 100th store launch in December 2023, ASICS has emerged as one of the leaders in the running and fitness segment in India.

We plan to delve into deeper regions of the country by opening more stores in Tier-2 and Tier-3 markets. We aim to solidify our presence with our established partnership in marathon events such as the Tata Mumbai Marathon and TCS World 10K. Notably, our participation in the New Delhi Marathon has enabled us to capture the northern market which stands as a key region in the country. These initiatives collectively underscore our commitment to fortifying India's sporting and fitness culture, marking significant strides from our inception in 2015 to the present day.

With the New Delhi Marathon 2024 being a significant event for ASICS India, could you elaborate on the strategic importance of capturing the north market and how this partnership aligns with ASICS’s broader goals?

The New Delhi Marathon 2024 is a pivotal moment for us. Capturing the north market holds strategic importance, considering its size and influence. This partnership aligns seamlessly with our broader goals to not only showcase our product technology and business contribution at the event but also to enhance brand visibility. With the evolving consumer landscape of the North region, we consider this market critical for us as we see enormous opportunity in new and increasing sports demand.

ASICS has become synonymous with high-performance running shoes. Could you provide insights into how the brand has established its identity and positioning in the market as a leading running shoes brand?

ASICS has established itself as the premier choice for high-performance running shoes, earning this reputation through a fusion of technology, innovation, and unwavering commitment. In the realm of technological advancements, our journey began with the introduction of flight foam technology, primarily designed to provide optimal cushioning and comfort. This technology has evolved through various stages, including flight foam plus, flight foam blast, flight foam blast plus, flight foam turbo, and flight foam turbo plus.

Similarly, the ASICS 4D Guidance System has undergone a transformation, culminating in the latest iteration known as the Adaptive 4D Guidance System. This advanced system is instrumental in delivering stability and aiding with pronation. The essence of the brand is rooted in an unyielding pursuit of excellence in athletic footwear. By consistently delivering cutting-edge technologies, impeccable craftsmanship, and a genuine understanding of runners' requirements, we have positioned ourselves as leaders in the industry. This steadfast dedication has solidified our standing, making ASICS synonymous with top-tier running shoes in the market.

Innovation seems to be a cornerstone of ASICS’ marketing strategy. Could you discuss some recent strategic collaborations or innovative marketing initiatives that have been particularly successful for the brand?

ASICS has always been a step ahead when it comes to the innovation game in marketing. We have been achieving success with our strategic collaborations, like teaming up with actor Gul Panag and tennis star Rohan Bopanna to launch race-day merchandise in our exclusive merchandise launch of TATA Mumbai Marathon.

We have our own exclusive running community and ASICS Brand athletes that includes squash star Saurav Ghosal and tennis star Sumit Nagal. These partnerships aren’t just about our brand or our shoes; these are smart initiatives to boost brand awareness and lure folks into our retail outlets. We know how to blend innovation with collaboration for some seriously successful marketing campaigns.

In the dynamic landscape of consumer preferences and market trends, what insights can you share regarding the current trends in running shoes and how ASICS is adapting to meet these evolving consumer demands?

In today’s fast-paced world, maintaining overall well-being is crucial for every individual. ASICS is committed to deliver the best-in-class products to customers ensuring they get maximum support and comfort while they are on their path to achieve new milestone in their fitness journey.

Currently, there's a trend towards not just shoes but a holistic running experience. ASICS values the new emerging needs of customers, the reason why we are not just selling shoes, but lifestyle and technology as well. Our approach involves staying ahead of the curve, blending comfort, style, and performance to cater to the ever-evolving demands of today's runners. We understand that it is not just about the run rather about the entire running journey.

ASICS has built a strong connection with the running community over the years. Could you shed light on some of the key partnerships or initiatives that have helped reinforce this bond, and how they have contributed to the brand’s success?

ASICS has woven a tight-knit bond with the running community, and it is more than just business – it is about shared passion. Our partnerships with coaches and events like the Tata Mumbai Marathon are not just collaborations, but our effort to engage with runners and build a deeper connection. These initiatives also narrate the stories of our brand’s athletes, who are members of our community of runners, consistently sharing their experiences and passion for running. We understand that success isn’t just about numbers; it's about the genuine connection we have built with runners worldwide. It's a testament to the fact that when you run with heart, success follows suit.

Looking ahead, what are ASICS’ plans for expanding its presence in the running shoes market, both nationally and globally? Are there any upcoming launches or initiatives that you can share with us? Additionally, how does ASICS plan to leverage its 100th brand store milestone to further solidify its position in the market?

ASICS is gearing up for some exciting moves in the running shoes world. Nationally and globally, we are eyeing expansion with new launches that promise to turn heads. As we celebrate our 100th brand store milestone, it is not just a number; it’s a testament to our journey. We plan to leverage this milestone to solidify our position, not just as a brand but as a running companion deeply ingrained in the runner’s story. It is not just about stores; it is about marking the territory in the hearts of every runner out there.