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ASICS business transformation program in EMEA provides some upside to Q1 2018 results

ASICS runners

Following the implementation of a new structure and business transformation program across its EMEA business since the start of 2018, ASICS has announced ‘initial successes in key strategic areas to set the company up for accelerated future growth’. The company points to positive results in key strategic areas, despite a slow start in the first quarter of 2018.

In 2017, ASICS adds that it radically transformed its business to enable sustained growth, a focus on building closer customer connections, prioritising strategic growth initiatives and becoming more responsive to a rapidly changing world.

As part of its transformation programme, ASICS has ‘sharpened its brand positioning, defined clear growth strategies and significantly strengthened the organisation’. By creating dedicated teams for strategic accounts and emerging markets, and by improving digital marketing and merchandising capabilities, ASICS notes that it is now better equipped to serve its key customers and diverse consumer base.

Although consolidated net sales in EMEA for the first quarter of 2018 declined by 5.8%, the cross-business transformation program showed signs of positively impacting the business in key strategic areas – with ASICS’ own brand stores showing 13% growth, ASICS e-commerce seeing a sales uplift of 25% and a strong increase in emerging markets – Russia (+20%) and Middle East (+106%).

To drive further growth, in March ASICS launched a ‘New Business and Innovation Division’, operating from the newly opened ASICS offices in Barcelona, driving innovation and growth focused on new products, services, technologies and consumer experiences. A key part of the new division is a unique start-up acceleration programme to combine the creative spirit of external innovators with the scale and experience of ASICS.

In the first quarter of the year, ASICS launched two major brand campaigns for both ASICS (sports performance) and ASICS Tiger (sports lifestyle), aimed at showcasing the brand’s commitment to building impactful connections with its target consumers.

The ‘I MOVE ME’ campaign was launched to reaffirm ASICS’ unique performance brand positioning, keeping movement at the heart of a cross-channel digital marketing campaign in EMEA. At the same time, the ‘WHAT THE GEL’ brand campaign reinforced ASICS Tiger’s lifestyle heritage by placing its iconic GEL technology in the spotlight amongst consumers. The company noted that both campaigns, which delivered strong results amongst target audiences in advertising industry testing, reinforced ASICS’ commitment to ‘empowering movement so all people can achieve a sound mind in a sound body’.

Alistair Cameron, CEO of ASICS EMEA said, “We are encouraged by the positive results delivered by our business transformation programme. With success in key emerging markets and our Direct to Consumer business, as well as the impactful launch of two major brand campaigns, we are excited about the prospect of future growth. In 2018, we expect to further reinforce our leadership in the core running market. With our focused approach and reinforced organisational structure, we’re confident we will deliver against our growth plans in 2018 and beyond.”




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