- Danielle Wightman-Stone |
London - Following sportswear brand Asics relaunching its lifestyle offering to Asics Tiger. It has seen an accelerated growth of 12 percent on overall net sales for the first half of 2015 in Europe.
The move to introducing new redesigned classic Asics performance footwear for a lifestyle audience has seen Asics Tiger deliver triple-digit growth between January and June 2015, with the brand benefitting from particularly strong growth in the UK, Benelux, Sweden, Denmark, Poland, France, Italy, and Russia.
To keep building on this momentum, Asics Tiger has announced its first pan-European media campaign following the relaunch of the brand in early 2015 starting this month. The campaign will target the UK, Spain, Italy, Germany, France and the Benelux, with a specific focus on major cultural cities including Milan, Madrid, Paris and Amsterdam.
Titled ‘Made in Japan,’ the campaign aims to “attract, inform and connect” and play to the brand’s Japanese heritage with Asics Tiger’s audience via product-led messaging through outdoor and video and image-based social media ads, as well as geo-targeted mobile adverts.
Michael Price, marketing director for Asics EMEA, said: “It’s an exciting time for the Asics Tiger brand, with our first significant media investment across traditional and social media beginning in September.
“The launch of the Gel-Kayano Trainer Evo in the Autumn and an array of hot collaborations to look forward to, we continue to drive this part of the Asics business forward as we aim to become the premium sports and lifestyle brand in EMEA.”