Turning USPs into feelings

Client

ASICS

Category

Client comms

Challenge

Despite being one of the biggest players in the premium sports footwear universe, ASICS knows it has ground to make on long-time pacesetters Adidas and Nike. Steeped in heritage, with a legacy of developing pioneering running technology, it faces the challenge of raising its brand profile as the most accessible, knowledge-led, market expert. For over 70 years, ASICS has lived by its core value of ‘Healthy soul in a healthy body’. Now it needs to cement its story, reputation and core proposition into the broader public consciousness.

Approach

Through our varied work crafting ASICS’ clients comms – from web pages and product descriptions to email campaigns and social strategies – we lead with the principle of putting feeling front and centre. By connecting on a more emotive rather than scientific level, we’ve been able to cut through to the core of audience engagement. So ASICS GEL™ technology is no longer 'enhanced in laboratories from inert polymers to form silicone', but simply promises 'cloud-like cushioning' for a 'floating on air' sensation.

Results

By selectively prioritising feeling ahead of technical specification, we’re able to communicate in a benefit-led, jargon-free pitch – enhancing the emotional connection between customer and brand.