Saurabh Sharma shares his insights on leveraging local marathons as a marketing medium, the role of social media in the media blueprint, and ASICS’ expansion plans.
Sports marketing in India has been dominated by cricket for years as it takes away more than 80% of the pie. Brands are now supporting other sports and looking for ways to stand out.
ASICS, a global sports footwear and apparel brand that entered India in 2010 through a five-year partnership with Reliance Retail and then set out independently in 2015, has been leveraging the local marathons as a touchpoint to engage with their audience.
There are over 2.5 million registered runners in India and this demographic has been taking shape since 2015, making it an attractive cohort for marketers. Annually, India sees over 1,600 events and they are not restricted to Tier I cities. Running is pegged to be $400 million industry.
Leveraging Marathons
The local marathons have seen increasing support from Indian brands in recent years. According to the GroupM ESP 2023 report, emerging sports like marathons, football, and kabaddi have seen a massive upsurge in sponsorship spends, contributing up to 15% of Indian sports sponsorship.
Performance running is a big focus areas for ASICS globally. In India, it was a Sports Goods Partner for Tata Marathon this year. The sports brand used this platform to launch its official merchandise for Tata Marathon and the event saw 55, 212 participants this year across seven categories of races.
Saurabh Sharma, Director - Marketing, ASICS India explained that the brand's objective behind investing in local marathons goes beyond visibility and is about creating an emotional connection with the active community.
He said, “These marathons provide an excellent touchpoint to engage directly with our target audience, understand their needs, and showcase the performance and comfort of our activewear and sports apparel.”
Sharma mentioned that the brand showcases their products, including running shoes and apparel, in action during these events.
To further build a personal connect with their audience, ASICS provided a customized set of training plans for all Tata Marathon runners across Mumbai, Pune, Bengaluru, Hyderabad, Chennai, Gurugram and Delhi.
Sharma highlighted that the brand acknowledges the growing significance of local marathons in the sports marketing landscape and believes in empowering individuals to achieve their fitness goals, and these events offer a platform to inspire and motivate athletes at all levels.
By being an active part of these events, ASICS hopes to create lasting brand loyalty and foster a deeper relationship with the running community and sports enthusiasts at a grassroots level.
“Sponsoring and participating in local marathons aligns with our brand ethos of promoting a healthy and active lifestyle,” he added.
Local marathons offer a powerful platform for ASICS to reinforce our brand presence and strengthen our relationship with our valued consumers.
Social Media Pillars
With over a million followers on the global Instagram handle and 122K followers on India’s page, ASICS' social media marketing strategy revolves around several key pillars:
Performance and Innovation: This involves sharing new product launches and information about popular products.
Endorsements and Partnerships: Collaborating with renowned athletes, sports teams, and fitness communities to showcase product credibility and support athletes of all levels.
Community building: ASICS has created a global website and Facebook group to support running community in India. Called ASICS Running club, the brand shares running schedule here and acts as a bridge between expert and amateur runners.
Sharing how ASCIS goes about collaborating with influencers, Sharma said, “ASICS celebrates diversity and inclusivity in sports. Our marketing campaigns feature athletes from different backgrounds and abilities, fostering a sense of unity and belonging within the sports community.”
User-Generated Content: The brand leverages user-generated content to highlight the experiences and achievements of their loyal customers, to create an authentic and relatable brand image.
Influencer Marketing: By working with influential figures across various sports and fitness disciplines, the brand aims to reach diverse audiences and engage with their consumers on a deeper level.
Behind the collaborations with influencers, brand seeks to become more relatable to consumers.
Sharma said, “Firstly, influencers help us extend our brand reach, as they possess dedicated and engaged follower bases. Secondly, through authentic storytelling, they humanize our brand, making it relatable and trustworthy. Thirdly, the influencers' expertise and experiences add credibility to our product offerings, reinforcing our position as a performance-driven brand.”
Social Responsibility: The Japanese brand also talks about their sustainable practices and initiatives on social media.
Sharma explained that these common themes are woven throughout their campaigns that resonate with their target audience and reinforce their position as a trusted and socially responsible sports brand.
Social media marketing plays a central role in our overall marketing strategy. It allows us to reach a broader audience, build brand awareness, and generate valuable insights into consumer preferences and trends
Media Mix
Sharma explained that their media mix encompasses a diverse range of channels, including digital, print, television, and social media platforms.
While each medium plays a crucial role in our marketing strategy, the lion's share is currently held by digital channels.
He highlighted that the brand has observed the rapidly evolving consumer behavior, and digital platforms provide them with opportunities to engage, connect, and interact with their audience in a personalized manner.
“Through targeted online advertising, engaging social media campaigns, and interactive content, we aim to create authentic brand experiences that resonate with our customers' active and dynamic lifestyles,” said Sharma.
He explained that the brand understands the importance of a balanced approach, and continues to explore and invest in other mediums to ensure comprehensive brand visibility and meaningful connections with their customers.
Future of ASICS in India
While the brand’s focus has been on targeting runners and female fitness enthusiasts, Sharma highlighted that AISICS recognizes the potential for growth in the Indian market. India, afterall, is the brand’s fastest growing market.
He said, “Moving forward, we aim to broaden our reach and appeal to a wider audience, including recreational athletes, fitness enthusiasts, and individuals looking to adopt a healthier and more active lifestyle.”
As ASICS continues to invest in buidling marketing, partnerships, and retail presence across India, Sharma explained that the brand anticipates significant growth in urban centers and Tier-II cities, where fitness awareness and participation are on the rise. By identifying emerging trends and aligning with the preferences of the Indian market, ASICS aims to forge new connections and expand their consumer base while staying true to the brand's essence.
According to Statista, in 2022, ASICS globally generated revenue of roughly 3.4 billion euros. Sharma said, “ASICS’ online sales have been steadily growing, reflecting the increasing digital engagement of our valued customers.”
Sharing the expansion plans and acknowledging the importance of physical stores in further connecting with the community, Sharma said, “Our goal is to continue investing in strategic locations for new store openings and enhancing existing ones to cater to diverse markets and consumer preferences. As we move forward, our expansion strategy will focus on maintaining a delicate balance between our online and offline presence, ensuring that both channels complement each other harmoniously.”
At present, ASICS has 88 stores in India and its next stage of growth is expected to come from Tier II and beyond cities.
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