Japanese footwear company ASICS already enamored hardcore runners with their high-performance footwear for decades. To reach younger customers who consider running to be just one part of their daily active lives, they created a redefining manga-style video that celebrated the 30th anniversary of their cushioning GEL technology.
This was the beginning of their ongoing campaign to spread the word about their stylish and functional shoes among a larger group of customers—younger consumers for whom running is just one part of their active daily lifestyle.
This was ASICS’ most successful piece of viral marketing ever, receiving over 1 million views and reframing ASICS as a momentum-driven lifestyle brand with attitude and personality.
By adapting to the rising demand among customers, and by sharing messages in more dynamic ways over digital channels, ASICS is expanding to take on a livelier, more varied, and totally new audience.