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ASICS Europe creates new ‘Integrated Marketing Communication’ division

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ASICS is reinforcing its central EMEA marketing team with the announcement of two new marketing roles. The appointments follow ASICS’ recent announcement of a ‘multi-disciplinary business transformation plan that will build closer consumer connections and deliver ASICS’ 2020 business goals.’

Director of Integrated Marketing Communication EMEA
Robin Karakash joins ASICS Europe in the role of Director of Integrated Marketing Communication EMEA. In this newly created position, he will report into the Vice President of Marketing ASICS EMEA, Björn Hamacher, and will lead the Integrated Marketing Communication Team.

This new division is seen to be of integral importance in ‘delivering forefront and consistent brand messaging across traditional – and especially – digital marketing channels’. This new focus will aim to maximize the impact and efficiency of all marketing activities and ‘provide a seamless brand experience across all touch points – for both ASICS lifestyle (ASICS Tiger and Onitsuka Tiger) and performance brands.’

The newly structured Integrated Marketing Communication Team will comprise of both existing and brand new specialist divisions. Areas that will be covered include Digital Content Creation, Social Media, Media Planning, PR, Community Management, Entertainment Management and Digital Services – including ASICS’ Running App Runkeeper.

German-born Robin Karakash is a well-seasoned marketeer with experience in leading and developing integrated work for prominent consumer, lifestyle and challenger brands both on an international and local level. Before joining ASICS, Robin was spearheading the consolidation efforts of one of Germany’s main cable net operators and in his role as Managing Director of the international creative agency VCCP Berlin, he worked with ASICS on the release of numerous lifestyle collections.

Robin Karakash also managed the Brand Solutions & Insights creative unit at VIACOM. Prior to that, he spent seven years at Coca-Cola where his last role saw him join the global content excellence team in Atlanta overseeing the digital creative work for Coca-Cola’s global brands. Robin started his career at Razorfish, creating global digital work for clients such as adidas.

Director of Sports Marketing ASICS EMEA
A further addition to the ASICS Europe marketing team, Olivier Mignon joins the company as Director of Sports Marketing ASICS EMEA, also reporting into Björn Hamacher. He will strategically develop ASICS’ major sports marketing assets and aim to reinforce the brand’s leadership position in key performance categories, including running, tennis, athletics and indoor.

The overall objective is to support ASICS’ global sports marketing plans in the ‘Road to Tokyo 2020’ – of which ASICS is a Gold Level Sponsor. He will work at integrating ASICS’ key sports assets into the overall marketing activities and will reinforce and activate the partnerships with premium global partners, such as the IAAF, FIVB, European Athletic Federations (France, Italy, Netherlands) and major events such as Paris, Barcelona and Moscow Marathons and the Virgin Sport Series.

Moreover, Olivier Mignon will drive the ambassador strategy of ASICS’ individual players and athletes, including Gaël Monfils, Johanna Konta, Christophe Lemaitre and Anouk Vetter.

Frenchman Olivier Mignon has a strong track record in various business units of the ASICS organization and has been a driving force in France and the South West Region, continuously improving both brand and business results. He was most recently Business Performance Manager at ASICS Region South West and prior to that was Senior Marketing Manager and Sports Marketing Manager for ASICS France.

Björn Hamacher, Vice President of Marketing ASICS EMEA, said “We are extremely excited about the appointment of Robin and Olivier, both being well-experienced marketeers with strong track-records. Our ambitions are high for the new EMEA marketing division; and the addition of Robin and Olivier is only the beginning of our journey to connect in a more meaningful way with our ASICS target audience and provide them with content and experiences, which truly matter to them.”

These initial two appointments will strengthen the marketing team and its digital marketing capabilities, which is one of the focus areas of the business transformation plan, as well as better serving key accounts, boosting its merchandising capabilities, expanding ASICS direct to consumer-footprint and aiming to capture the potential in key emerging markets.




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