As the retail industry is being shaken to the core and is needing to shift online, how can ASICS really become direct-to-consumer?
In 2016, ASICS acquired Runkeeper, a popular running app with millions of users. This gave us an opportunity to start thinking of ASICS’ audience not merely as customers but as “members.”
The OneASICS Membership program sits at the core of these touch points, creating a more connected view of its customers.
ASICS Digital was established to centralize digital capabilities globally to achieve consistency and efficiency for the sake of the customer. I&CO worked with this team closely to operationalize OneASICS.
With the proposition of “It Keeps You Moving,” the OneASICS Membership program inspires you to meet your running goals with exclusive services and expert advice.
For OneASICS, we created a dynamic program model based on challenges. Members choose challenges and earn benefits by running, shopping, or interacting. The result was a program that was truly 1-to-1 and allowed OneASICS to expand into new sports and categories.
Increase in e-commerce account creation
Countries OneASICS is live in
Size of new OneASICS team at ASICS