ASICS

Brands on a runner’s high

With a running event taking place almost every weekend, the market for performance running events has surged in recent years, with some estimates valuing it at ₹2,500–3,000 crore across ticketing and sponsorships. More brands are jumping on the bandwagon, from tech to banking, as running offers something for everyone. With relatively low investment costs, brands are seeing an outsized impact from their running-related initiatives, both in India and abroad. This story explores how running events have evolved into a powerful media vehicle for brands.
- Exclusive

More in ASICS

Retailers have big plans in store this year

Experts said leasing in 2023 could outpace even the 2019-level when retailers cumulatively took up a record 6.8 million sq ft of new space.
Japan's ASICS plans to use India as global sourcing hub

ASICS Corp entered India in 2015 through its subsidiary ASICS India and currently manufactures about 22% of its products in India. Under the foreign direct investment (FDI) guidelines, it cannot open company-owned stores till it manufactures 30% of the products in India.
Tiger Shroff gets active in ASICS' new 'Choose to Move' campaign

The campaign further exemplifies the brand’s vision to create quality lifestyle through intelligent sport technology and the mission to provide goods and services that promote healthy and fulfilling lifestyles throughout the world.
ASICS announces Joshna Chinappa as brand ambassador

With this association, the brand aims to inspire young athletes...
Bajrang Punia, Sakshi Malik, Tiger Shroff and others celebrate sports

The campaign aims to build ‘Sound Mind In A Sound Body’...
Asics ropes in Ravindra Jadeja as brand ambassador

The brand aims to magnify the reach during the IPL season...
Asics SportStyle launches international campaign in India with Soha Ali Khan

The 'Her Heritage' campaign celebrates trailblazing females who pursue their passions unapologetically...
The Weekend Room with Sidharth Kedia from Nodwin Gaming

The special column features marketers who talk about their favourite brands, web-series, apps among others...
What happens to sponsors if Tokyo Olympics get cancelled?

The author discusses how there has been huge enthusiasm in Corporate Japan for the Tokyo Games, and the public too have rushed in millions to buy tickets...
The battle for sneaker supremacy

In a chat with Brand Equity, Yasuhito Hirota, president of Asics Corp, shares how the company is building its sportswear brand in India...
Asics’ strategy to race ahead of competition

The Japanese sports brand has identified running as the centre of its marketing strategy, and has big plans for next year's Olympics that take place in its home country...