According to Rajat Khurana, Managing Director of sportswear brand Asics, there is a shift in the Indian fashion scenario with people opting for comfortable yet stylish clothing. This has led to the rise of the athleisure category in India. People are conscious about fitness, and the kind of look they want to sport. This amalgamation of function and fashion has given rise to Asics Sportstyle. The brand recently launched a new athleisure range that will be endorsed by actor Tiger Shroff.
Believing that sports has the power to change lives, Asics recently launched a new running campaign that inspires people to run without a finish line and propagate this habit for the joy of running itself. For this initiative, the brand plans to engage in-house coaches, fitness influencers and nutrition experts of the ASICS Running Club in different cities across India.
New initiatives to promote brand recall
The brand has also launched a few consumer facing initiatives that will help it to promote brand recall in the Indian market. Its innovative Foot ID analysis provides its consumers firsthand knowledge of their GAIT, helping them make informed decisions about their footwear purchases. The brand now plans to foray into other sports like tennis and cricket to further improve its brand experience.
Going beyond cricketers to other sports persons
Meanwhile the brand has also roped in several new faces from India’s growing non-cricket portfolio along with newcomers on the cricket field. It has signed athletes like Rohan Bopanna (tennis), Jinson Johnson (athletics), T Gopi (atheletics), Sakshi Malik (wrestling), and Bajrang Punia (wrestling) this year. Earlier, it roped in Karman Kaur Thandi (tennis), and pacer Bhuvaneshwar Kumar.
Asics has a lot to look forward to in 2020. The brand hopes the completely exploit the business potential that the upcoming Olympics offers. For this, it aims to support athletes from across the world, including India. The brand is currently working on the “I MOVE ME” campaign through which it gives a strong message to its consumers on a Global scale.
The brand will also mobilise its network of 41 stores across 27 cities in India to market its athleisure products. Though, it may prove an uphill task for the brand to make a mark in this category, a dedicated marketing strategy will help it to break through this clutter.