Asics Tiger launches first European campaign

By

Olivier Guyot

Published
Sep 23, 2015

At the start of 2015, Asics announced the relaunch of the Tiger brand. The initiative signalled the brand's intentions to expand its presence in the lifestyle segment. This year Asics Tiger's marketing actions have multiplied, including the 25th anniversary celebration of its iconic Gel Lyte III model.

Until now the strategy targeted sneaker aficionados, featuring collaborations with the edgier stores, as it did last spring in Paris with Colette. This approach allowed Asics to increase its commercial influence. But for this autumn the Japanese brand is changing gear. For the first time ever it will start a pan-European lifestyle marketing campaign aimed at reaching a wider audience.

The campaign, christened 'Made of Japan' and devised by the Starcom agency, makes a visual play on the Japanese art of Origami, the design representing of course a tiger. The brand is shining the spotlight on its signature Gel Lyte III model.

The campaign will be deployed in the UK, Spain, Italy, Germany, France and Benelux, and will generate specific activities in key cities such as Milan, Madrid, Paris, Amsterdam, Cologne, Manchester and Liverpool.

This strategy should allow Asics to gain a firmer foothold in the sneaker world. Thanks to its activities on sneakers, the brand also indicated that its sales have more than doubled in the first six months of 2015 compared to the same period last year.