Asics Brand History And Marketing Strategies

Brand name- Asics.
Founder- Kihachiro Onitsuka.

ASICS is a company based in Japan the company specializes in making athletic equipment’s, producing footwear, and sports equipment designed for a wide range of sports, generally, the prices of the products are higher.

ASICS is a successful company with a strong corporate image and is growing day by day.

And garnered a lot of popularity in the market over seventy years and counting.

How it all started

ASICS the name is derived from the Latin phrase called Anima Sana in corpore Sano, which means a sound mind in a sound body.

They started their company with this philosophy and every ASICS product is skillfully designed and innovation is their key.

Their every concept, every idea is intended to create the best product. They started with the mission is to become the number one brand for sports enthusiasts.

And for accomplishing this, they pledged to continually make the best product; striving to build upon their technological advances and pushing the limits on what they can learn from the body and its needs in athletic gear.

Aiming to bring harmony to the body and soul.


ASICS was launched on September 1st, 1949, with its headquarters in Onitsuka. Initially, the founder Kihachiro Onitsuka started by manufacturing basketball shoes in his hometown of Kobe in Japan.

The world of sports activities started to grow worldwide and Ontisuka’s products gained a lot of popularity in the market, Onitsuka became particularly renowned for the Mexico 66 design.

Later in 1977, Onitsuka collaborated with GTO and JELENK to form ASICS Corporation.

Surprisingly after the name change, a vintage range of Asics shoes is still produced and sold internationally under the name Onitsuka Tiger.

Marketing strategy and its successes

Quality and variety of the products

The products of ASCIS have a huge range catering to the needs of the customers.

With the increasing demand for new products in the shoe market, ASCIS continued to develop its products in a matter of build and quality making them one of the top leading shoemaking companies.

ASICS makes incredible Running shoes and they continue to deliver breakthrough innovation to excite a wide range of runners that will allow them to achieve their ultimate goals and aspirations.

Apart from running shoes, they have a wide range of apparel and sports equipment’s sold globally.

The products are made with the utmost vigilance and care. ASICS products aim to provide the utmost comfort and durability. This makes the products desirable to the customers mainly in the sports industry.


The brand has a variety of products and comes at different price points.

Mostly the pricing strategy of any company includes five situations, firstly, product line pricing then optional-product pricing, captive-product pricing, by-product pricing, and product-bundle pricing.

ASICS shoes are based on product line pricing because the company sells different versions of the ASICS shoes like running shoes, basketball shoes, football shoes, and other training shoes, which have different designs and builds making the products to be priced differently from one another.

They price their products according to the build and material used in the product.

The brand to take over the market priced its products according to the other rival brands so, that customers are encouraged to buy their products.

The prices are not too low or not too high which is an important marketing strategy for ASCIS to give tough competition in the industry.

Global presence of the brand-

ASICS has its presence in America, Europe, South Asia, and East Asia and is available in more than 65 countries.

They are available in all sports shops and supermarkets located in different regions of a country.

Also in India, they have added over 20 mono-brand stores. Along with this ASICS has its exclusive stores.


Promotion is an important method of communication for the company with its customers.

ASICS takes part in various advertising, sales promotion, public relation, personal selling, and direct marketing. Interestingly ASCIS every Christmas, ASICS shops have sales promotions to encourage customers to buy it as a Christmas present.

Even in retail shops experienced professionals are there to promote the products to the customers and help them choose the best shoe according to their needs. The advertisement is also done by ASICS Company as they have their web sites.


The company received worldwide recognition and awards like the good design award in Japan for their Sports bra, the good design award in Japan for Jump rope, and working shoes in the year 2018.

They not only received awards for their products but also received awards for their extensive knowledge of shoes and special knowledge of human movements and muscles.

All this knowledge reflects on their making of the products and receiving these awards shows the success which ASICS has achieved in the past years.


ASICS took part in various campaigns to penetrate new markets and grab consumer attention shifts to social and they always hunt for creative marketing with limited budgets.

ASICS spends a considerable amount of money in all possible media and channels to reach the target customer. Such as television ads, print media, and celebrity endorsement.

Asics focuses more on TV ads. They prefer ads running on channels such as ESPN, Comedy Central, Discovery, and other channels.

ASICS advertising tagline is “Sound mind, sound body” which showed the brand’s aim to promote body positivity in this varied lifestyle of people.

Their recently launched campaign named Pace to Glory where the champion cricketers, Bhuvneshwar Kumar, and Jaspreet Bumrah, take us through the resilience and hard work put in every day to showcase their best foot forward on the field.

The digital film showcases the common motive that the athletes share with the brand of moving towards glory got huge attention.

Recently ASICS launched a digital film that taps into the brand’s 70-year philosophy of ‘making people move’.

The campaign’s larger goal is to inspire people of all ages and abilities to move more to enjoy the physical and mental benefits of exercise.



ASICS Company had maintained their shoe quality and constantly kept researching to manufacture more comfortable and suitable sports shoes for sports players.

Asics was recognized in the year 2010 as Japan’s best global brand. Their aim to create a quality lifestyle through intelligent sport technology has been successful over the years.

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