ASICS’ Saurabh Sharma on unlocking growth, innovation, sustainability in sports retail

In an insightful conversation with Adgully, Saurabh Sharma, Director of Marketing at ASICS India, a leading designer and manufacturer of running shoes, athletic and sport style-inspired footwear, apparel, and accessories, discusses the brand’s impressive growth under his leadership, the role of strategic partnerships, the integration of digital marketing, and the company’s commitment to sustainability. He also shares his perspectives on the future of sports marketing and the key principles guiding his approach to leadership and strategy.

Under your leadership, ASICS India has significantly grown in market presence and revenue. What were some of the pivotal strategies or campaigns that contributed to this growth, and how did you adapt them to the Indian market?

ASICS India has achieved significant growth by focusing on strategic partnerships, innovative product launches, and a strong digital presence. Collaborations with major sporting events like the Tata Mumbai Marathon, TCS World 10K Run and Apollo tyres New Delhi Marathon demonstrates our commitment to maintaining a leading position in the Indian sporting goods market.

ASICS has always been a step ahead when it comes to innovation in marketing. Our brand mission is to reach a wider range of consumers targeting not only in Tier-1 cities, but also Tier 2 and 3 cities to ensure that we drive awareness and reach across different regions targeting our potential consumers. Talking about our strategic association with ASICS Indian athletes like Rohan Bopanna, Joshna Chinappa, Manpreet Singh, Jaspreet Bumrah and strong influencers like Nikita Dutta, Suresh Raina, Bhuvneshwar Kumar, Gul Panag, Tiger Shroff, Shraddha Kapoor, Mandira Bedi, among others, showcasing our brand approach to cover sports, fitness and training activities, these are smart initiatives to boost brand awareness and lure folks into our retail outlets. This not only humanized the brand, but also made it relatable to the Indian consumers.

Additionally, we are constantly investing in digital marketing and e-commerce to engage and educate our consumers about the product technology and innovation that will help them to level-up their fitness game.

Strategic alliances and partnerships have been a cornerstone of ASICS India’s marketing strategy. Could you elaborate on how you identify potential partners and the impact these collaborations have had on the brand’s visibility and market positioning?

ASICS brand athletes’ association and influencer collaborations are based on the brand’s overall marketing strategies aiming to enhance brand positioning and market presence. Our collaborations with renowned athletes are based on ASICS' guiding philosophy ‘Sound Mind, Sound Body’. Some valuable brand associations with athletes like Rohan Bopanna and Sumit Nagal, has helped to connect with specific sports communities resulting in increased product demand in this product segment contributing to overall sales volume.

We are constantly looking for new ways to engage and inspire the running communities across the country. Our partnership with India’s top running events like the Tata Mumbai Marathon, New Delhi Marathon and TCS World 10K Run Bengaluru provides a platform to directly connect with runners. We have our own running club, which could connect runners for training, advice and shared experiences. We actively scout for talented athletes like Thonakal Gopi, Sawan Barwal and Harman Jot Singh. Their association with ASICS inspires runners at all levels, showcasing the potential and the right equipment. We’re very proud of Gopi’s victory at the New Delhi Marathon, a testament to his hard work. Partnering with running influencers like ASICS coach Deepa Nayak, Ravinder Singh, Megha Kishore and Girish Bindra amplifies our reach, connecting with a broader social media audience. These influencers provide valuable training tips and insights, empowering runners to achieve their goals. These initiatives for brand athletes and influencers, combined with our commitment to innovation and high-performance footwear, create a supportive environment for runners in India.

The digital landscape is constantly evolving. How has ASICS India leveraged digital marketing and e-commerce to stay ahead in the competitive sports retail industry, and what role do data analytics and consumer insights play in your digital strategy?

We effectively use digital marketing, e-commerce, and AI-driven trend forecasting to stay connected to customer needs. We also analyze data to understand ever-evolving consumer preferences and tailor our strategies. There’s a growing demand for trendy sports gear driven by a focus on well-being, increased participation in sports events, and rising disposable incomes. We offer a diverse range of products, including athleisure, to cater to evolving consumer trends. This focus on innovation helps us to stay competitive in the dynamic sports retail industry.

We constantly analyse our sales data from our stores and e-commerce platforms to identify popular styles in demand. ASICS is committed to offering a wider range of athleisure footwear beyond core performance running shoes.

Sustainability and innovation are becoming increasingly important in the consumer lifestyle and sports retail industry. How is ASICS India addressing these trends, and what initiatives have you implemented to align with the brand’s commitment to sustainability?

At ASICS India, sustainability and innovation are core pillars of the brand philosophy. We are committed to creating products that not only enhance performance, but also minimize the environmental impact. We have incorporated recycled materials and bio-based components into our products, reducing our reliance on virgin materials. We have also implemented measures to reduce our carbon footprint throughout our supply chain, from manufacturing to transportation. Additionally, we share detailed information about our carbon emissions on ASICS apparel and shoes packaging to empower consumers to make informed choices. Our products are long-lasting, encouraging customers to use them for extended periods. We constantly aim to make a positive impact on the planet while continuing to provide high-quality, innovative products that meet the needs of today’s conscious consumers.

As a seasoned marketing professional, what are your thoughts on the future of marketing in the sports retail industry? Additionally, what personal principles or philosophies guide your approach to leadership and marketing strategy?

The future of sports marketing will be shaped by data-driven insights, personalized experiences, and strong emphasis on sustainability. The technology advancements like augmented reality (AR) and virtual reality (VR) will revolutionize the in-store shopping experience. Whereas, online shopping will continue to gain traction, driven by the convenience of home delivery, extensive product information, and 24/7 accessibility. However, physical stores will still play a vital role in providing personalized experiences, promoting brand loyalty.

As a leader, I believe in the importance of a collaborative and empowering work culture. I prioritize open communication, delegation of responsibilities, and continuous learning. My leadership philosophy is centered around building strong relationships, and empowering my team.

Also Read: ASICS issues a PSA warning the world about workplace mental health threat