S4 Ep9 | From Roots to Innovation: How ASICS Balances Heritage with Modern Marketing

In this episode of the Beyond Marketing Podcast, Gary Raucher - Executive VP for Product, Marketing, and Merchandising at ASICS - takes us on a journey through the brand’s rich history and reveals how the foundational purpose continues to drive its modern marketing strategies. Learn how ASICS differentiates itself in a competitive market by focusing on authentic storytelling and inclusivity rather than a "winning at all costs" mentality - with insights from impactful campaigns like "New Personal Best". We dive into how ASICS leverages consumer behaviour insights and community engagement to create meaningful connections with its audience, as Gary discusses the importance of balancing the brand's heritage with innovative marketing tactics to stay relevant in today's fast-paced world. Tune in to explore how ASICS's commitment to its roots fuels innovation and sets the brand apart in the global marketplace.