How digital storytelling is powering ASICS’ positioning as a performance-driven brand

In a market where fitness is no longer a trend but a way of life, ASICS has solidified its position as the go-to brand for performance running gear in India. With a deep-rooted commitment to the running community, ASICS has seamlessly blended innovation, athlete-driven technology, and grassroots engagement to carve a niche for itself in the competitive sportswear landscape. From sponsoring India’s biggest marathons to launching cutting-edge footwear technologies, the brand continues to set benchmarks in the industry.

ASICS partnered with the Apollo Tyres New Delhi Marathon or the second consecutive year, which was held on February 23, 2025. In conversation with Adgully, Saurabh Sharma, Director of Marketing, ASICS India, speaks about the brand’s strategic vision, retail expansion, consumer engagement, and the evolving fitness culture in the country. In this exclusive conversation, he sheds light on how ASICS is not just selling shoes, but shaping India’s running movement, one stride at a time.

ASICS has been deeply involved in India’s running community for years. How has this long-term commitment helped shape the brand’s positioning in the country?

Our commitment to India’s running community has been at the core of ASICS brand identity. We are constantly looking for new ways to engage with and inspire the running communities across the country. Over the years, our association with major running events such as the Tata Mumbai Marathon, TCS World 10K, and Apollo Tyres New Delhi Marathon has enabled us to connect deeply with runners of all levels. These events have provided us a direct way to reach our consumers, allowing us to support and inspire them through innovation-driven products.

Following the process of developing strong relationships with runners, we have positioned ASICS as the go-to brand for performance running shoes and apparel in India. Our philosophy of 'Sound Mind, Sound Body' resonates with India’s evolving fitness culture, further solidifying our role as a key enabler of movement and well-being. This long-term commitment has helped us expand our footprint, strengthen brand recall, and build trust among athletes and fitness enthusiasts alike.

This is ASICS’ second consecutive partnership with the New Delhi Marathon. What makes this event an ideal platform for ASICS, and how does it align with your brand strategy?

Apollo Tyres New Delhi Marathon is one of India’s premier running events, attracting elite and amateur runners. This association will allow ASICS to showcase products that offer high-performance technology in a real-world setting where endurance, comfort, and support are crucial. It serves as an ideal stage to demonstrate brand’s commitment to runners and further engage with the community.

Strategically, this aligns with the brand’s goal of expanding our influence in the North region of the country, a key market for ASICS. With our expanding retail presence and increasing digital engagements, this marathon provides an opportunity to strengthen our brand’s visibility and inspire more people to adopt a running lifestyle.

India’s sportswear market is becoming increasingly competitive. How does ASICS differentiate itself from global and homegrown competitors?

ASICS differentiates itself through an unwavering commitment to research, innovation, and performance. Unlike brands that primarily focus on lifestyle and fashion, ASICS prioritizes scientific advancements in footwear technology, ensuring that each product enhances a runner’s performance and comfort. 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.

Our ASICS Institute of Sport Science (ISS) continuously develops cutting-edge technologies such as FLYTEFOAM, GEL, designed to optimize running efficiency and reduce fatigue. Furthermore, our deep-rooted association with marathons and professional athletes adds credibility to our positioning as a performance-driven brand. While competitors focus on mass-market appeal, we remain committed to athletes, serious runners, and fitness enthusiasts who seek cutting-edge technology and superior quality.

With the growing fitness culture in India, how do you see the demand for running shoes and apparel evolving? Which consumer segment is driving this growth?

The demand for running shoes and apparel in India is growing rapidly, fueled by increasing focus on health and wellness. More people are recognizing the importance of high-quality footwear in preventing injuries and enhancing performance, leading to a rise in demand across all age groups. We see two major consumer segments driving this growth. First, there are serious runners and athletes who prioritize advanced performance features. Second, we see a growing segment of fitness enthusiasts and beginner level runners who are looking for premium, comfortable products that support their fitness journeys.

What are ASICS’ plans for deeper consumer engagement at the New Delhi Marathon 2025? Will there be any special activations or experiences for runners?

ASICS is committed to providing an immersive and engaging experience for runners at the Apollo Tyres New Delhi Marathon 2025. We introduced specialized training sessions through our ASICS running clubs, which included pre-race training sessions and expert consultations to help runners find their ideal footwear. Additionally, we had on-ground experiential zones where runners could test which shoe fit them the best for marathon through Foot ID technology at ASICS retail stores. Our goal has been to create a community-driven engagement model where runners feel supported not just on race day, but throughout their fitness journey.

Are there any upcoming initiatives or campaigns planned for 2025 to further strengthen ASICS’ presence in India?

2025 will be an exciting year for ASICS in India. We will continue expanding our retail footprint, strengthening our digital marketing initiatives and launching innovative product lines in multiple categories including SportStyle and Performance Running. Our campaigns will focus on running, encouraging people from all walks of life to embrace running as a part of healthy lifestyle.

Additionally, we plan to introduce strategic collaborations with running influencers, fashion and lifestyle influencers as part of our digital/ social strategy and tap into new sports communities in India to further reinforce our presence. Digital storytelling and community-building initiatives will play a crucial role in positioning ASICS as the most trusted brand for performance and well-being in India.

ASICS has been expanding its retail footprint in India. Could you share insights into your offline and online marketing strategy?

Our retail strategy is a balanced mix of offline and online channels. We currently have 117 stores across India and aim to double this number by 2026, with a focus on Tier 2 and Tier 3 cities. We effectively use digital marketing and e-commerce 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 stylish sports gear, especially for Sportstyle category driven by focus on comfort, 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. Offline retail remains a vital part of our strategy, offering consumers a personalized shopping experience through in-store gait analysis, expert consultations, and an immersive brand experience. In stores, customers get personalized service like Foot ID technology and expert advice.

On the digital front, we are leveraging influencer partnerships, and e-commerce collaborations to enhance brand visibility and consumer engagement. We want all customers, whether they shop in stores or online, to experience the brand’s premium quality and innovation. With an omni-channel approach, we continue to integrate technology and personalization to create a seamless shopping experience for Indian consumers.

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