Over the last year ASICS has resurfaced as a brand that is definitely beginning to follow the adidas handbook on marketing. Nike was originally the company that made athletics, footwear and marketing synonymous, but in the last year the brand has not done a great job with content creation as a tool. They introduced the air.jordan.com site, but Jordan Brand didn’t really need the push. This isn’t about Nike, but it is about how adidas with GamePlan A and now ASICS is approaching the fashion and marketing aspect of launching footwear in the fast changing digital arena.
ASICS has an online magazine in Japan, and they are now carrying the same form of content into their US based ASICSTIGER website with the launch of the Pastel Pack. The Gel Lyte V sneaker is utilized as the foundation while a pastel laced apparel pack is added to complete an entire look. This is definitely on trend, but what stands out for me is that the site is delivering the Pastel Pack via what reads more like a blog post from a sneaker or fashion website.
The entire pack looks excellent and introduces ASICS as more than just a brand relying on collabs to gain ground in lifestyle and maintain it. It’s a great looking set and the presentation on the site is almost perfect. Will it translate into sales? Probably not as I found this because I’m always looking for information. The Pack is showing up in a few places, but ASICS will have to begin doing what smaller companies are doing and writing blogs with information about their drops. Every backlink builds search and connecting with all sites, not just the most popular sites is a strategy that every brand will need to implement to reach that DTC customer they are all vying for.
The Pastel Pack dropped in 3 different colorways. Use the source link to peep more.