ASICS
•
A new identity for an iconic sports brand ASICS was established in 1949 in Japan, making it one of the most historic sports brands of all time. Despite the legacy, there is a clear disconnect between consumers and brand recoginition. When compared to the other big three, ASICS holds only 4% of the market amongst female consumers, and brand recognition has fallen to 50% among males, compared to statistics in the 90th percentiles for the other major players in the market. By repositioning ASICS’ brand identity around the iconic stripes that run along every pair of their shoes, the brand would become more naturally engaging, increasing brand recognition.
Wade Thompson • 2024