ASICS EMEA’s Post

Sometimes an organisation's purpose just makes so much sense....... Brilliant Claudia Klingelhöfer interview with ASICS EMEA's Gary Raucher - Executive Vice President, Head of Product, Marketing, and Merchandising "our founding purpose at ASICS, which is to help people achieve a ‘Sound Mind in a Sound Body,’ has never been more relevant. In today’s world, where mental health struggles are unfortunately increasing, our commitment to this purpose stands strong. This ethos is not just a part of our history but a guiding principle that continues to differentiate us in the sports industry. Our approach has always been to care deeply about our athletes’ and consumers’ overall well-being, distinguishing us from brands that primarily focus on winning." #purposedriven #datadriven #employeexperience #customerexperience #itsjustthewaywedothingsaroundhere

𝐀𝐒𝐈𝐂𝐒 𝐑𝐄-𝐏𝐀𝐂𝐊𝐀𝐆𝐄𝐒 𝐅𝐎𝐎𝐓𝐖𝐄𝐀𝐑 𝐓𝐎 𝐏𝐑𝐎𝐌𝐎𝐓𝐄 𝐖𝐄𝐋𝐋𝐁𝐄𝐈𝐍𝐆 👟 Asics created witty packaging highlighting the link between exercise and physical/mental health. The ad showcases the company's ongoing dedication to mental wellness and physical activity; ASICS's founder first came up with the slogan "Sound Mind, Sound Body" in 1949. The brand was looking for measurable changes in brand awareness and to show the public that Asics is a company that supports health. They further explore the emotional fitness movement as consumers adopt a broader approach to health. ➜ The idea: The thought was to visualize how physical inactivity affects everyone's body and then highlight exercise as the antidote to deliver Asics' brief. ➜ The results This campaign created massive brand awareness, reputation, quality, and advocacy. The campaign generated 787 pieces of coverage across 77 markets with an estimated 1.8 billion reach, and this documentary reached 100 million views. video credit: marketingmentor.in #mohitshahenterpreneur #asics #creativemarketing #mentalhealthawareness #wellbeing

A New Personal Best. This World Mental Health Day, together with our partner ASICS EMEA, we’re redefining what our “personal best” means, to honour the benefit of exercise, not just on the body, but also on the mind. Because a personal best is not a number, it’s a feeling. Read the campaign concept below: A personal best is not how far you can run. How fast you can finish. How high your score is. Or how many reps you can do. A personal best is not a number. It's more than that. A personal best is a feeling. For some, it's an incredible feeling. For others, it's simply feeling ok. So however you choose to move. However fast or slow. Let's celebrate the feeling. Not the number. View the campaign on Zalando now: https://lnkd.in/e-w3HGt8 A big thank you to the ASICS team: Katheline Coudon, Ana Paula Robles Bernal, Fabian Oschmann Kudos to all Colleagues involved: Partner Consultant: Julieta Crocco Creative Account Manager: Silvia Perrotti, Clara Petriccione, Dawn O'Donovan Media Activation Manager: Siddhant Sharma Buying: Victoria Mikalsen Sandstad, Hélène Catel Strategic Partner Manager: Felix Kluttig #ZMScampaign #NewPersonalBest

Reflecting on an incredible week at MAD//FEST last week with MG Empower! I was blown away by the festival's size, with an overwhelming number of talks to attend, if only I could have been in two places at once! It was also great to see familiar faces, current clients, and make new connections. For me, three talks stood out the most: Boots UK, ASICS Corporation, and Dove. Reflecting on my notes, I noticed they held key similarities driving their success: Legacy & Purpose: Boots: 175 years of shaping the future of health with optimism. ASICS: Embracing Japanese heritage for well-being. Their purpose is not to win at all costs but to champion the benefit on the mind. Dove: Committed to real beauty and authenticity. Boldness & Innovation: Boots: Adaptive advertising, not afraid to adopt modern channels alongside traditional channels. ASICS: Trained AI with past campaign imagery to reshape exercise perceptions; challenging fitness norms. Dove: Pledged not to use AI in 2024. Focus on Mental Health: Boots: Promotes physical and emotional wellness through relevant brands. ASICS: Prioritises mental health support for athletes and partners with Mind Charity to support everyday people. Dove: Fights against digital distortion; aims for beauty to bring happiness, not anxiety. Strategic & Social Impact: Boots: "With you, for life" a unique brand purpose few can claim. ASICS: Clear stance that "best" is a feeling, not a number, promoting sport as inclusive and redefining 'personal best' for everyone. Dove: Strong point of view on real beauty; delivering impactful social campaigns that get people talking. Market Success: Boots: Proved success over 175 years through adaptability. ASICS: Achieved record sales and market share growth across all categories in 2023, driven by a purpose that resonates with society. Dove: Tripled business since 2004 through purpose and creativity. These brands show how staying true to core values, embracing bold innovation, and prioritising mental health can lead to significant market success and social impact.

ASICS EMEA‘s latest “15-minute weight loss” campaign hacked social media’s toxic affair with weight loss, redirecting people searching for that ‘quick fix weight loss exercise routine’ to ASICS’ content celebrating the mental benefits of movement. According to ASICS, searches for 'quick-fix weight loss exercises' surge by over 500% as research shows focus on exercise purely for weight loss impacts our mental health. Their aim is to help balance the growing obsession with physical change with a mental health message to just do that 15-minute workout to feel good. It’s the next chapter in the sports brand’s consistent purpose-led messaging that underscores their wordmark - Sound mind, sound body. And we think ASICS are fantastic at ‘selling the thing, without SELLING the thing.’ Read our write up or following the link in the comments to ASICS’ full research. Credits: Dr Brendon Stubbs, Esther Turkenburg, Gary Raucher, Almeri Solomon (Pelser), Christopher Tyrer, Alex Wood, Elliot Riordan, Gemma Combellack, Jess Moore, Amy P., Golin, Job Bilsen, Mathilde Dalibard, Francesca Wallis, Antea Pezzo, Laura Elliott, Sam Mildner, Tenielle Matthews, Federico Parolin, Timo Wilbrink, Caroline Fisher, Thais Tsui. #creativity #marketing #digital

👞 The Fine Line Between Brand Protection and Mental Health Stigma: A Look at Kanye West’s Adidas Contract 👞 As Movember continues to shed light on men’s health issues, it’s crucial to discuss not just physical but also mental health. A recent article about Kanye West’s contract with Adidas brings up an important conversation about the intersection of mental health and business contracts. 📜 The Morals ClauseAdidas included a “morals clause” in their contract with Kanye West, which is standard practice to protect a brand’s reputation. However, what stands out is a term that allows Adidas to terminate the contract if Kanye spends “30 consecutive days of mental health or substance abuse treatment.” 🤔 Ethical ImplicationsWhile it’s understandable for a company to protect its brand, the inclusion of mental health as a reason for termination raises ethical concerns. It poses the question: Are we discouraging individuals, especially those in the public eye, from seeking the help they need? 🌐 A Broader PerspectiveMorals clauses are common in celebrity endorsements and high-level contracts. They are, in essence, about public perception and brand reputation. But should they cross the line into personal health matters, particularly mental health? 👥 Let’s TalkAs we focus on men’s health this Movember, let’s open up the dialogue about the balance between business interests and ethical considerations around mental health. What are your thoughts? #Movember2021 #MensHealth #MentalHealthMatters #EthicalBusiness

Regarding Lululemon's category expansion strategy, it is difficult for Lululemon to support business growth solely relying on yoga wear. Therefore, they are trying every possible means to expand their product categories, from down jackets to outerwear, and now to men's shoes. They are also using various marketing strategies to attract young people, such as Wing Chun during the Spring Festival. However, if they don't have a clear target audience, they may easily fall into the whirlwind of blind expansion. Due to the epidemic or the economic environment itself, the popularity of yoga has declined (personal experience). But the group of people who love yoga are still there, possibly scattered in various corners. What Lululemon needs to do is to awaken and maintain this group of people, rather than abandoning them and trying to win the favor of various other groups. In the end, they may end up losing more than they gain and lose the core value of their brand. It is important to remain true to their original aspiration to achieve success.

What is your company's purpose? Something I've witnessed many companies try to define - but does it really matter? At Dayrize, our purpose was born at the creation of the company. It was the reason we started it: to enable companies and consumers to bring consumption within planetary & societal boundaries. It provides meaning to everything we do and gives our company a soul. But not all companies are fortunate to have a strong purpose. I worked at NIKE for a long time and, despite its incredible size, the company definitely had a soul. Its purpose (or mission) was to bring inspiration and innovation to athletes. In my time there we were focused on inspiring people (athletes) through the power of sport - and it worked. I also worked at Philips for a (short) while. Despite being a successful company, I just couldn't touch the soul of Philips - the company felt bloated, making good products in pretty much every electrical category - but did anyone really care? (Note: after my short 6 month stay, Philips pivoted to focus on Health and Lighting which is a smart move and I am sure has gone someway to solving the above). So, does every company need a purpose to be successful commercially? Probably not (see above). But having a soul does make what we do every day worthwhile. 

The world of high-end athletic wear has its champions, but few shine as brightly as Lululemon Athletica. A decade of crafting niche experiences in the apparel market has brought them significant acclaim and a loyal fan base. But recent strides show that their vision extends beyond just fashion and fitness In the past week, Lululemon has made headlines by announcing its "Mental Wellbeing Global Advisory Board." Hailing from Vancouver, this is more than just a corporate move; it’s a statement. The board isn't just there to bolster internal practices but aims to fuel a global conversation on mental well-being, touching lives beyond their workforce In an era where consumers align with brands making real societal impacts, Lululemon's pivot to champion mental health issues is both commendable and timely. The repercussions of the pandemic still loom large, making such initiatives not just good PR, but essential. However, for a granular view on their evolving strategies, it's wise to stay tuned to Lululemon's official press releases [2]. In essence, Lululemon paints a picture of the future where brands don't just sell – they lead, inspire, and make tangible changes in the world. A testament that profit and purpose can walk together. Kudos, Lululemon! 💪🌎 For more information read the full article: https://lnkd.in/dpZeteFS #Lululemon #MentalWellbeing #CorporateResponsibility