Opinion – In the Race: “While competitors talk about victory, we talk about quality of life”, says Asics CEO

On the one hand, Nike and Adidas compete at their weight in gold for the privilege of wearing the top marathon runners in the world. Eliud Kipchoge, Lelisa Desisa and Zersenay Tadese break records with Nike models on their feet. Dennis Kipruto Kimetto and Mary Jepkosgei Keitany run with Adidas. The focus of the two giants is on the development of high technology, at equally high prices for this more demanding consumer.

At the other end, we have companies that have greatly improved the quality of their equipment, without neglecting the importance of price for retail sales. With national production and technology, Fila and Olympikus evolve year by year.

What about Asics? One of the sales champions and synonymous with running shoes among Brazilians, the Japanese manufacturer sees itself disputing a race that is different from its competitors. “Our focus is on our customer’s quality of life, which for some may mean performance, and for others, comfort”, said Alexandre Fiorati, CEO of Asics for Latin America.

I spoke with Alexandre at the inauguration of Asics House, a support point for runners that the brand opened in Bruno Covas park, on the Pinheiros riverside, in São Paulo. Below, I reproduce part of our conversation.

What is the impact of the pandemic on the sports material segment?

People realized the importance of sport for quality of life. Mainly the outdoor modalities. Walking, running and activities like beach tennis, which is a post-pandemic phenomenon, come into this context. So, in that context, 2022 was a year of very robust sales growth and very positive overall results, both in Brazil and in the rest of Latin America.

But what about during the most critical period of the pandemic?

Like other companies, we had challenges with increased logistical costs and some manufacturing delays. But, in general, we overcame this period with positive points both in financial and operational terms.

How important is the race for Asics?

Running is our main category. I cannot speak in absolute numbers, but 70% of our business in Latin America is in the running segment.

How many models does Asics have for sale in Brazil?

We’re talking 40, 50 models at least. Since the majority is produced here in Brazil. Only top of the line models are imported.

Adidas and Nike fight for world records and have sponsored the winners of the main marathons in the world. Olympikus, on the other hand, brings an interesting relationship between quality and price. Not to mention Fila, Sketchers, New Balance, Mizuno and many other strong players. How does Asics position itself in an increasingly competitive market?

First of all, it is interesting that we have the global vision of the company in mind. Asics’ vision is to bring an improved quality of life through technology and sport innovation. The brand name already translates this. asics means Anima Sana in Corpore Sano (in free translation, “a healthy mind in a healthy body”). If the client just wants to walk, let’s take care of that person’s quality of life. If you want performance, we will deliver performance, because we have the technology and innovation for that. That’s our mindset. While other brands talk about victory, as a result, we talk about quality of life. This is our differentiator.

A runner’s difficulty is choosing which shoe is ideal among hundreds of options on the market…

Certainly. Regardless of the level, the runner needs to know which product to use. Our intention is always to show him which product is right for his goals. We have a tool called Asics Lab, which reveals the best sports and shoes for the consumer’s lifestyle. It doesn’t make sense for a casual runner to spend a lot on a plate shoe, aimed more at those looking for performance than at the beginner.

But when the customer enters a multi-brand store, the fact is that he has dozens of options at his disposal. What does Asics do to win this specific customer?

First, the point of sale needs to have the correct footwear, with all the information about the benefits of that footwear. Second, we invest in advertising and publicity. In addition, we create spaces such as the Asics House, where the customer can try out our models in practice. Our focus is to have a 360 degree approach with the consumer.

What to expect for 2023?

The calendar is not closed, but I can assure you that we will promote and sponsor more events in Brazil and Latin America. And we have already confirmed the marathons in Paris, Rio de Janeiro and Los Angeles.