Lockdown has led to people who have never jogged before lacing up their trainers and hitting the nearest pavement. And, it has led to brands like Asics having to find fast ways to deal with increased demand for their gear. Here, its top European marketer explains how it has been shifting its marketing strategy to keep up. When it comes to moving experiences online, Asics is a brand that has been on the front foot since the coronavirus pandemic first struck. When lockdown was initially imposed in Japan (the sports brand’s home market), it had big plans to host global media at its campus in Kobe for the launch of a new shoe. In the space of a few weeks, this was quickly retuned as a virtual reality (VR) experience, carefully designed to allow journalists from 19 different countries try on the product via an Oculus Quest headset.
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