Asics’ Rebranding: Connecting and Inspiring Through Stories

In the ever-evolving landscape of the athletic wear industry, rebranding has become a crucial strategy for companies to stay relevant and competitive. Asics, a prominent player in this market, has embarked on a comprehensive rebranding journey. This article delves into Asics' rebranding strategy, exploring the motivations behind it, the key elements involved, and the anticipated outcomes.

Storytelling in brand marketing

Understanding Asics' Brand Identity

The History of Asics

Founded in 1949 by Kihachiro Onitsuka, Asics has a rich history rooted in innovation and performance. The company's name, an acronym for the Latin phrase "Anima Sana In Corpore Sano," translates to "A Sound Mind in a Sound Body," reflecting its commitment to promoting physical and mental well-being through sports.

Asics' Core Values and Mission

Asics has always prioritized performance, quality, and innovation. Its mission is to provide the best possible products to athletes and sports enthusiasts, enabling them to achieve their fitness goals.

Target Market and Audience

Asics primarily targets athletes and active individuals who prioritize quality and performance in their sportswear. The brand has a strong following among runners, fitness enthusiasts, and professionals across various sports.

Asics new logo design

The Need for Rebranding

Changing Market Dynamics

The athletic wear market is continuously evolving, with new trends and technologies emerging. To keep up with these changes and meet the evolving demands of consumers, Asics recognized the need for a fresh, updated brand identity.

Competitive Landscape

With fierce competition from other athletic brands like Nike, Adidas, and Under Armour, Asics needed to differentiate itself and reinforce its unique value proposition.

Shifting Consumer Preferences

Today's consumers are more conscious about the brands they choose, seeking products that align with their values and lifestyles. Asics aimed to address these shifting preferences through its rebranding efforts.

Goals of the Rebranding Strategy

Revitalizing Brand Image

One of the primary goals of Asics' rebranding was to modernize its brand image, making it more appealing to contemporary consumers while retaining its core values.

Expanding Market Reach

Asics aimed to broaden its market reach by appealing to a wider audience, including younger consumers and those outside its traditional athletic base.

Enhancing Customer Engagement

Through rebranding, Asics sought to foster deeper connections with its customers, enhancing engagement and loyalty through more personalized and meaningful interactions.

Asics marketing campaigns

Key Elements of Asics' Rebranding Strategy

New Logo and Visual Identity

Design Philosophy

Asics introduced a new logo that embodies simplicity and modernity, while still paying homage to its heritage. The design philosophy focused on creating a logo that is versatile, recognizable, and timeless.

Color Palette

The updated color palette features vibrant and dynamic colors, reflecting the brand's energetic and forward-thinking approach.

Updated Brand Messaging

As part of its rebranding strategy, Asics has meticulously updated its brand messaging to better resonate with its target audience and reflect its renewed vision. This involves crafting slogans, taglines, and a brand voice that encapsulate the brand's core values and mission. The updated messaging is designed to inspire, motivate, and connect with consumers on a deeper level, fostering a sense of community and shared purpose.

Slogan and Taglines

Inspirational and Motivational Slogans

Asics' new slogans are crafted to inspire and motivate consumers. Phrases like "Move Your Mind, Move Your Body" and "Every Step Counts" emphasize the brand's commitment to promoting physical and mental well-being through sports and fitness. These slogans are designed to resonate with a wide audience, encouraging them to take proactive steps towards a healthier and more active lifestyle.

Inclusive and Empowering Taglines

The updated taglines aim to be inclusive and empowering, reflecting Asics' belief that everyone can achieve their fitness goals regardless of their starting point. Taglines such as "For Every Athlete, Every Step of the Way" and "Run with Purpose, Train with Passion" highlight the brand's support for athletes at all levels, from beginners to professionals. This inclusive messaging fosters a sense of belonging and encourages individuals to pursue their personal best.

Tone and Voice

Conversational and Relatable Tone

Asics has adopted a more conversational and relatable tone in its brand messaging. This approach is designed to create a closer connection with consumers by speaking directly to their experiences and aspirations. The language used is friendly and approachable, making the brand feel more accessible and personable. By engaging with customers in a genuine and authentic manner, Asics aims to build trust and loyalty.

Supportive and Encouraging Voice

The brand's voice is supportive and encouraging, reflecting Asics' role as a partner in the customer's fitness journey. Messages are crafted to uplift and motivate, providing positive reinforcement and celebrating achievements, no matter how small. This supportive voice helps to create a nurturing environment where customers feel valued and empowered to reach their goals.

Authentic and Transparent Communication

Asics prioritizes authenticity and transparency in its communication. The brand is committed to being open and honest with its customers, providing clear and accurate information about its products, initiatives, and values. This transparency builds credibility and reinforces the brand's reputation as a trustworthy and reliable choice for consumers.

Key Messaging Themes

Health and Wellness

A central theme in Asics' updated brand messaging is the promotion of health and wellness. The brand emphasizes the importance of a balanced approach to fitness that includes physical activity, mental well-being, and overall lifestyle choices. By advocating for holistic health, Asics positions itself as a comprehensive partner in the pursuit of a healthier life.

Performance and Innovation

Performance and innovation are key pillars of Asics' messaging. The brand highlights its commitment to providing high-quality, technologically advanced products that enhance athletic performance. By showcasing its dedication to research and development, Asics reinforces its position as a leader in the athletic wear industry.

Sustainability and Responsibility

Sustainability and corporate responsibility are also prominent themes in Asics' messaging. The brand communicates its efforts to use eco-friendly materials, reduce environmental impact, and support sustainable practices. By emphasizing its commitment to sustainability, Asics appeals to environmentally conscious consumers and demonstrates its dedication to making a positive difference.

Community and Belonging

Building a sense of community and belonging is a key aspect of Asics' updated messaging. The brand encourages consumers to connect with others through shared fitness goals and activities. This theme is reflected in initiatives such as sponsored events, local partnerships, and online communities, which create opportunities for customers to engage with the brand and each other.

Asics social media strategy

Implementation Across Channels

Social Media Platforms

Asics has effectively implemented its updated brand messaging across various social media platforms. By creating engaging content that reflects the brand's tone and themes, Asics connects with followers and encourages active participation. Inspirational posts, success stories, and interactive challenges are some of the ways the brand brings its messaging to life on social media.

Website and E-Commerce

The Asics website and e-commerce platform have been redesigned to align with the updated brand messaging. Clear and compelling product descriptions, informative blog posts, and motivational content all reflect the brand's new identity. The website's user experience is enhanced by a consistent tone and voice that guides customers through their shopping journey.

Advertising Campaigns

Advertising campaigns across digital and traditional media channels incorporate Asics' updated messaging. From TV commercials to online ads, the brand's slogans, taglines, and key themes are prominently featured, ensuring a cohesive and impactful brand presence. These campaigns are designed to reach a broad audience, reinforcing the brand's values and mission.

In-Store Experience

Asics has also integrated its updated messaging into the in-store experience. Retail locations feature motivational signage, informative displays, and personalized customer service that reflect the brand's supportive and encouraging voice. This ensures that the brand messaging is consistent across all touchpoints, providing a seamless experience for customers.

Digital Transformation

Website Redesign

As part of its digital transformation, Asics overhauled its website to enhance user experience. The new site is more intuitive, visually appealing, and mobile-friendly.

Social Media Strategy

Asics implemented a robust social media strategy, leveraging platforms like Instagram, TikTok, and YouTube to engage with a younger, tech-savvy audience.

Digital transformation in rebranding

Marketing and Advertising Initiatives

Asics' rebranding strategy encompasses a variety of marketing and advertising initiatives designed to create a strong, cohesive brand identity and engage with a broad audience. These initiatives leverage both digital and traditional media to maximize reach and impact, ensuring that Asics remains a prominent and influential brand in the athletic wear industry.

Launch Campaigns

High-Impact Multimedia Campaigns

To introduce the rebranded identity, Asics launched several high-impact multimedia campaigns. These campaigns utilized a mix of television commercials, online videos, print advertisements, and outdoor billboards to create widespread awareness and excitement. The multimedia approach ensured that the rebranding message reached a diverse audience, capturing the attention of both existing and potential customers.

Storytelling and Emotional Appeal

One of the most compelling aspects of Asics' rebranding strategy is its focus on storytelling and emotional appeal. By leveraging personal narratives and human experiences, Asics aims to create a deep, emotional connection with its audience. This approach not only enhances brand loyalty but also makes the brand more relatable and inspiring to consumers.

Real-Life Stories of Athletes

Highlighting Personal Journeys

Asics has made a concerted effort to showcase the personal journeys of athletes, both professional and amateur, in its marketing campaigns. These stories highlight the challenges, triumphs, and everyday experiences of individuals who embody the spirit of the brand. By sharing these authentic narratives, Asics emphasizes its commitment to supporting all athletes, regardless of their level or background.

Overcoming Adversity

Many of the stories featured by Asics focus on themes of overcoming adversity. Whether it's an athlete recovering from an injury, a person embarking on a fitness journey to improve their health, or a runner training for their first marathon, these narratives resonate with audiences on a personal level. The emphasis on perseverance and resilience mirrors the brand’s ethos and inspires consumers to pursue their own goals.

Emotional Connection with Consumers

Relatable and Humanizing Content

Asics' storytelling approach is designed to humanize the brand and make it more relatable. By featuring real people and their authentic experiences, Asics breaks down the barrier between the brand and its consumers. This relatability fosters a sense of connection and loyalty, as customers see themselves reflected in the stories being told.

Inspiring and Motivational Themes

The emotional appeal of Asics' storytelling lies in its ability to inspire and motivate. Campaigns often feature themes of personal growth, community support, and the joy of movement. These positive and uplifting messages encourage consumers to take action, whether it’s starting a new fitness regimen, setting a personal best, or simply enjoying an active lifestyle.

Multimedia Storytelling Techniques

Visual Storytelling

Asics employs powerful visual storytelling techniques to enhance the emotional impact of its campaigns. High-quality videos, stunning photography, and dynamic graphics are used to bring stories to life. These visuals not only capture attention but also evoke emotions, making the narratives more engaging and memorable.

Narrative Videos and Documentaries

The brand produces narrative videos and mini-documentaries that delve deeper into the lives of featured athletes and customers. These longer-form content pieces provide a more comprehensive view of the individuals’ journeys, allowing viewers to connect on a deeper level. The use of personal interviews, candid footage, and compelling music further enhances the emotional appeal.

Social Media and User-Generated Content

Social media platforms play a crucial role in Asics' storytelling strategy. The brand encourages users to share their own stories and experiences using branded hashtags and challenges. This user-generated content not only amplifies the reach of the brand’s message but also builds a community of engaged and inspired consumers. By showcasing these stories on their official channels, Asics celebrates its customers and reinforces the brand’s values.

Campaigns and Initiatives

#IMoveMe Campaign

One of the standout campaigns that exemplifies Asics' storytelling approach is the #IMoveMe campaign. This initiative encourages individuals to share their personal fitness stories, highlighting the diverse ways people stay active and healthy. The campaign features a mix of professional athletes, fitness enthusiasts, and everyday individuals, each with a unique and inspiring story. By promoting the hashtag across social media, Asics creates a movement that fosters community and engagement.

Celebrating Milestones and Achievements

Asics also focuses on celebrating the milestones and achievements of its customers. Whether it’s completing a first race, achieving a fitness goal, or overcoming a personal challenge, these moments are recognized and shared by the brand. This celebration of individual accomplishments not only provides motivation to others but also shows that Asics values and supports its community.

Building Brand Loyalty Through Emotional Appeal

Creating Memorable Experiences

By integrating storytelling and emotional appeal into its marketing strategy, Asics creates memorable experiences for its consumers. These experiences go beyond the product, establishing an emotional connection that enhances brand loyalty. When customers feel that their personal stories and values align with the brand, they are more likely to remain loyal and advocate for Asics.

Fostering a Sense of Belonging

The emotional appeal of Asics' storytelling also helps to foster a sense of belonging among consumers. The brand’s focus on community, support, and shared experiences creates an inclusive environment where individuals feel connected to each other and the brand. This sense of belonging strengthens customer relationships and encourages long-term loyalty.

Collaborations and Partnerships

Influencer Collaborations

Asics collaborated with prominent influencers in the fitness and lifestyle space to amplify its rebranding message. These influencers, who have a strong following and credibility within their communities, created authentic content that showcased Asics products in real-life settings. By leveraging the influencers' reach and relatability, Asics was able to connect with a wider audience and build trust with potential customers.

Athlete Partnerships

The brand also formed partnerships with professional athletes who represent the pinnacle of performance in their respective sports. These athletes not only endorsed Asics products but also provided valuable feedback for product development and innovation. The partnerships included co-branded products, exclusive collections, and promotional events, enhancing the brand's visibility and appeal among sports enthusiasts.

Brand Collaborations

In addition to influencers and athletes, Asics partnered with other brands to create unique, co-branded products and marketing campaigns. These collaborations allowed Asics to tap into new markets and demographics, expanding its reach and influence. Examples include limited-edition collections with fashion brands, which blended athletic performance with style, attracting fashion-forward consumers.

Influencer Marketing

Social Media Campaigns

Influencer marketing played a crucial role in Asics' rebranding strategy. The brand worked with fitness influencers and social media personalities to create engaging content that resonated with their followers. These campaigns included product reviews, workout videos, and lifestyle posts that highlighted the benefits and features of Asics products. The authentic and relatable content helped to build credibility and drive consumer interest.

User-Generated Content

Asics encouraged its customers to share their experiences with the brand on social media using branded hashtags and challenges. This user-generated content not only provided social proof but also created a sense of community and engagement among consumers. By showcasing real customers using Asics products, the brand was able to foster a deeper connection and loyalty.

Digital Marketing Strategies

Search Engine Optimization (SEO)

Asics implemented robust SEO strategies to ensure that its rebranded identity was easily discoverable online. This involved optimizing website content, product descriptions, and blog posts with relevant keywords and phrases. By improving its search engine rankings, Asics increased its visibility and attracted more organic traffic to its website.

Pay-Per-Click (PPC) Advertising

The brand also utilized PPC advertising to drive targeted traffic to its website and product pages. By bidding on specific keywords and phrases related to athletic wear and fitness, Asics was able to reach consumers actively searching for relevant products. The PPC campaigns were carefully monitored and optimized to maximize return on investment and drive conversions.

Social Media Advertising

Social media advertising played a key role in Asics' digital marketing strategy. The brand ran targeted ads on platforms like Facebook, Instagram, and Twitter to reach specific demographics and interests. These ads featured eye-catching visuals and compelling calls to action, encouraging users to engage with the brand and explore its products.

Content Marketing

Blog and Article Contributions

As part of its content marketing efforts, Asics regularly published blog posts and articles on its website. These pieces covered a wide range of topics, including fitness tips, product guides, athlete interviews, and inspirational stories. By providing valuable and informative content, Asics positioned itself as a trusted authority in the athletic wear industry and attracted a loyal readership.

Video Marketing

Video marketing was another key component of Asics' content strategy. The brand produced high-quality videos that showcased product features, training routines, and behind-the-scenes footage. These videos were shared across social media platforms, YouTube, and the Asics website, engaging viewers and driving brand awareness.

Traditional Advertising

Print Advertisements

Despite the digital shift, Asics continued to invest in traditional advertising methods, including print advertisements in magazines and newspapers. These ads targeted specific audiences, such as fitness enthusiasts, runners, and sports professionals, ensuring that the brand's message reached a wide range of consumers.

Outdoor Advertising

Asics also utilized outdoor advertising, including billboards, bus shelters, and transit ads, to create a strong physical presence in key markets. These advertisements featured bold visuals and concise messaging, capturing the attention of commuters and passersby. The strategic placement of outdoor ads helped reinforce the brand's visibility and recognition in high-traffic areas.

Events and Sponsorships

Sporting Events and Marathons

Sponsoring and organizing sporting events and marathons was a significant part of Asics' marketing initiatives. These events provided a platform for the brand to showcase its products, engage with customers, and reinforce its commitment to promoting an active lifestyle. Asics' presence at major sporting events also helped to build credibility and trust among athletes and sports enthusiasts.

Community Events and Workshops

In addition to large-scale events, Asics hosted community events and workshops that focused on fitness, wellness, and sports training. These events offered valuable opportunities for direct interaction with customers, allowing them to experience Asics products firsthand and receive expert advice. The community-centric approach helped to foster a sense of belonging and loyalty among participants.

Product Innovation and Development

New Product Lines

Asics introduced new product lines that cater to the diverse needs of its expanding customer base. These products incorporate the latest technologies and trends in sportswear.

Sustainable Practices

Sustainability is a key focus of Asics' rebranding. The company has committed to using eco-friendly materials and processes in its products and operations.

Technological Advancements

Asics continues to invest in research and development, incorporating cutting-edge technology into its products to enhance performance and comfort.

Customer Experience and Engagement

Enhanced Retail Experience

Asics redesigned its retail stores to offer a more immersive and interactive shopping experience. This includes the use of digital kiosks, personalized services, and in-store events.

Loyalty Programs

The brand revamped its loyalty programs to offer more rewards and incentives, encouraging repeat purchases and long-term customer loyalty.

Community Building

Asics places a strong emphasis on building a community around its brand. This includes organizing events, sponsoring sports teams, and supporting local initiatives.

Measuring the Success of the Rebranding Strategy

To ensure the effectiveness of its rebranding efforts, Asics employs a comprehensive and systematic approach to measure success. This involves tracking various metrics, gathering customer feedback, and analyzing sales data to understand the impact of the rebranding strategy.

Key Performance Indicators (KPIs)

Key Performance Indicators (KPIs) are essential metrics that help Asics evaluate the success of its rebranding strategy. By monitoring these indicators, the company can gain insights into how well the rebranding efforts are resonating with consumers and driving business growth.

Brand Awareness

Brand awareness is a crucial KPI for measuring the success of a rebranding strategy. Asics tracks changes in brand recognition and recall through surveys and market research. An increase in brand awareness indicates that the rebranding efforts are successfully reaching and impacting a broader audience.

Customer Engagement

Customer engagement metrics, such as social media interactions, website traffic, and email open rates, provide valuable insights into how well the rebranding is connecting with consumers. Increased engagement suggests that the new brand identity and messaging are resonating with the target audience.

Market Share

Tracking changes in market share helps Asics understand its competitive position within the athletic wear industry. An increase in market share indicates that the rebranding strategy is effectively attracting new customers and retaining existing ones.

Customer Acquisition Cost (CAC)

The customer acquisition cost measures the cost-effectiveness of marketing and advertising efforts. A decrease in CAC post-rebranding suggests that the new brand identity is more compelling, making it easier and cheaper to attract new customers.

Customer Feedback and Surveys

Customer feedback is a vital component of measuring the success of Asics' rebranding strategy. By gathering direct input from consumers, Asics can gain a deeper understanding of how the rebranding is perceived and identify areas for improvement.

Surveys and Focus Groups

Asics conducts regular surveys and focus groups to collect feedback on the new brand identity, logo, messaging, and products. These insights help the company assess whether the rebranding is meeting customer expectations and addressing their needs.

Net Promoter Score (NPS)

The Net Promoter Score is a widely used metric that measures customer loyalty and satisfaction. By asking customers how likely they are to recommend Asics to others, the company can gauge the overall impact of the rebranding on customer sentiment. An increase in NPS indicates that customers are more satisfied with the brand and willing to advocate for it.

Social Media Sentiment Analysis

Asics utilizes sentiment analysis tools to monitor social media conversations and gauge public perception of the rebranding. Positive sentiment trends suggest that the rebranding efforts are being well-received, while negative sentiment may highlight areas that need further refinement.

Sales and Revenue Growth

Ultimately, the success of Asics' rebranding strategy is reflected in its financial performance. Tracking sales and revenue growth provides a clear indication of how well the rebranding is driving business results.

Sales Growth

Asics monitors sales growth across different product lines and regions to assess the impact of the rebranding strategy. An increase in sales indicates that the new brand identity and marketing efforts are effectively driving consumer demand.

Revenue Growth

Revenue growth is a critical measure of the overall financial impact of the rebranding strategy. By comparing revenue figures before and after the rebranding, Asics can determine whether the new brand identity is contributing to increased profitability.

Customer Lifetime Value (CLV)

Customer lifetime value measures the total revenue that a customer is expected to generate over their relationship with the brand. An increase in CLV suggests that the rebranding strategy is successfully enhancing customer loyalty and encouraging repeat purchases.

Market Research and Competitive Analysis

In addition to tracking internal metrics, Asics conducts market research and competitive analysis to understand its position within the industry and identify opportunities for growth.

Market Trends

By analyzing market trends, Asics can identify shifts in consumer preferences and emerging opportunities. This information helps the company refine its rebranding strategy and stay ahead of competitors.

Competitive Benchmarking

Asics regularly benchmarks its performance against key competitors to assess its competitive position. This involves comparing brand awareness, market share, customer engagement, and financial performance. Competitive benchmarking provides valuable insights into how well Asics' rebranding efforts are performing relative to its peers.

Internal Assessments and Adjustments

Continuous improvement is a key principle of Asics' rebranding strategy. The company regularly conducts internal assessments and makes adjustments based on the insights gained from KPIs, customer feedback, and market research.

Employee Feedback

Asics gathers feedback from employees to understand their perceptions of the rebranding and identify any challenges or opportunities for improvement. Engaged and motivated employees are essential for successfully implementing the rebranding strategy.

Performance Reviews

Regular performance reviews help Asics assess the effectiveness of its rebranding initiatives and identify areas for optimization. These reviews involve evaluating marketing campaigns, product launches, and customer engagement activities to ensure they align with the overall rebranding goals.

Strategic Adjustments

Based on the insights gained from internal assessments, Asics makes strategic adjustments to its rebranding efforts. This may involve refining brand messaging, launching new marketing campaigns, or introducing additional product innovations to better meet consumer needs.


Asics' rebranding strategy is a masterclass in modern marketing, effectively combining storytelling, emotional appeal, and innovative marketing initiatives to create a powerful and relatable brand identity. By focusing on real-life narratives, inspiring themes, and a comprehensive digital presence, Asics has successfully revitalized its brand and connected deeply with its audience.

If your brand is looking to achieve similar success, Krows Digital, an online marketing agency, can help. We specialize in brand strategy and social media management, and our expert team is dedicated to elevating your brand to new heights. Contact us today for a free quote and discover how we can help you create a compelling and effective brand strategy that resonates with your audience and drives growth.


1. What is the main reason behind Asics' rebranding?

The main reason behind Asics' rebranding is to modernize its brand image, expand its market reach, and enhance customer engagement to stay competitive in the evolving athletic wear market.

2. How has Asics' logo changed with the rebranding?

Asics' new logo embodies simplicity and modernity while paying homage to its heritage. It features a design that is versatile, recognizable, and timeless.

3. What new products can we expect from Asics?

Asics has introduced new product lines that incorporate the latest technologies and trends in sportswear, catering to the diverse needs of its expanding customer base.

4. How is Asics incorporating sustainability into its rebranding strategy?

Sustainability is a key focus of Asics' rebranding. The company uses eco-friendly materials and processes in its products and operations to reduce its environmental impact.

5. How will the rebranding affect Asics' existing customers?

The rebranding is designed to enhance the overall customer experience, offering more personalized and meaningful interactions, improved products, and better engagement through updated loyalty programs and community-building initiatives.

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