ASICS India Achieved a robust 40% growth in the past year: Saurabh Sharma
The Indian sports market is witnessing a surge in running enthusiasts. ASICS India has emerged as a key player in this constantly evolving landscape. In a conversation with Pitch, Saurabh Sharma, Head of Marketing, ASICS India, delved into the brand's strategies to establish itself in the market and foster a thriving running community across the country. He also sheds some light on how ASICS leverages partnerships, product innovation, and targeted marketing to empower runners of all levels and more. Edited Excerpts What key strategies has ASICS India employed to establish itself in the Indian market since its inception in 2015? In 2015, ASICS made its mark in India, and over the years, our comprehensive product portfolio (footwear and apparel) has resonated exceptionally well with Indian customers. This has translated into a notable increase in demand. This past year alone, ASICS India achieved a robust 40% growth, and we are positioned for continued expansion. Our target audience is runners and people with a passion for running in India. By strategically partnering with prestigious running events like the Tata Mumbai Marathon, New Delhi Marathon and TCS World 10K Run, we've connected with not only active runners but with the running communities across the country. This positions ASICS as a dedicated supporter of the Indian running community. We actively engage with runners through running groups and closely follow the journeys of talented athletes. With ASICS being a long-standing partner of the TATA Mumbai Marathon since 2008 and the New Delhi Marathon 2024 sports partner, how have these collaborations impacted the brand's visibility and market penetration in India? Our long-term partnerships with marathons like the Tata Mumbai Marathon and this year's New Delhi Marathon have generated tremendous brand visibility across India. The market has been very welcoming across the country. These are more than just running events, they deliver massive exposure. Our marathon presence allows us to connect with runners in key regions as many athletes across the country look up to these premier marathons. How does ASICS India's "Running Roadmap" aim to target and capture the north market, considering its significance as one of the largest markets in the country? The North Indian market represents a significant opportunity for ASICS India, and we aim to unlock its full potential in the coming years. Our partnerships with coaches and events are our constant effort to engage with runners and build a deeper connection. These initiatives also narrate the stories of our brand's athletes, who are members of our community of runners, consistently sharing their experiences and passion for running. Having established ASICS’ presence with 103 stores nationwide, we are poised to persist in expansion across India. ASICS plans on expanding in terms of all three verticals. In terms of our distribution network, ASICS is currently in Tier 1 & 2 cities and plans to further expand in Tier 3 cities following the strategic movement planned basis our wholesale distributors analysis to increase our points of sale, which are currently around 800. We aim to expand with more brand stores in Tier 1, 2 & 3 markets over the next few years and potentially doubling the number of stores by 2026. How has ASICS India established a unique identity and positioning in the market, particularly as a running shoe brand? Our approach involves staying ahead of the game, blending comfort through technology to cater to the ever-evolving demands of today's runners. We are committed to designing comfortable shoes that empower runners of all levels to perform their best. We occupy a unique space in the running shoe market and we maintain our brand identity as a constant innovator. We accomplish this through a thoughtfully curated product range. We believe in the holistic power of movement, and our brand philosophy, "Sound Mind, Sound Body", strengthens our commitment to overall well-being. We understand the positive impact running has on both physical and mental health. Our products and initiatives are thoughtfully curated to support both aspects of a runner's journey. Could you share some insights into the marketing strategies that ASICS India has implemented, especially focusing on strategic collaborations? ASICS has always been a step ahead when it comes to innovation game in marketing. We have been achieving success with our collaborations with a mix of sports athletes and influencers to ensure we reach our consumers using the right medium, showcasing products that best fit their needs. Our association with tennis stars Rohan Bopanna and Sumit Nagal helped us reach active tennis players who can uplift their game experience with ASICS shoes. Similarly, our association with squash star Saurav Ghosal helped us reach active squash players to experience ASICS Up Court and Gel Rocket shoes. These partnerships aren't just about our brand or our shoes but also these are smart initiatives to boost brand awareness and lure folks into our retail outlets. We know how to blend innovation with collaboration for some seriously successful marketing campaigns. There has been a significant increase in consumer demand for sneakers in India - where they are looking for both functionality and quirky designs. How are you gauging and adapting to cater to this segment of consumers? Today's customers seek a perfect blend of functionality and attractive designs. This trend aligns with the global athleisure movement, where the amalgamation of comfort and style goes hand in hand. We constantly analyse our sales data from our stores and e-commerce platforms to identify popular styles in demand. ASICS is committed to offering a wider range of athleisure footwear beyond core performance running shoes. This includes drops which blend nostalgic designs with modern comfort. We ensure our SportStyle footwear incorporates features like technical materials for breathability and lightweight construction for everyday wear. Can you talk about the Foot ID technology that ASICS offers and how it differentiates the brand's products in the competitive running shoe market? FOOT ID technology gives personalised attention, especially for people having flat, narrow, or wide feet or other running-related issues. ASICS store offers a 30-minute Foot ID service, which helps to evaluate the foot shape, pronation, and gait to find the right type of shoe for you. ASICS constantly explores cutting-edge solutions to elevate performance, comfort, and injury prevention. What plans or initiatives does ASICS India have in place to continue its growth trajectory and maintain its position as a leading sports goods partner in India? We plan to expand in terms of all the three verticals. We plan to double the number of stores by 2026. In terms of our distribution network, we are currently in tier I and tier II cities. We plan to enter tier III cities through our wholesale distributors, increasing our points of sale, which are currently around 800.
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