This was my final project for an Integrated Marketing Communications class at Indiana University.  My teammate and I had come up with the Asics brand as one with several communication issues in the United States and chose to set out to rejuvenate their brand.  I'll be adding some text along the way to serve as commentary to clarify a few things we pointed out in our physical presentation that can't be made in this portfolio.

We felt that Asics previous attempts at marketing felt ham-fisted and ultimately missed the point that shoe advertising and marketing should be making.  The focus for someone who would be sold on a pair of Asics doesn't come from someone who knows that they can strain pasta with their shoe.  Our customer profile below showed that their focus needed to be on an emotional benefit to the shoe because they already knew the rational benefit.

We noticed a large amount of our consumers were repeat customers that kept Asics in their house as they didn't trust another brand of running shoes.  These consumers made for great evangelists to their circle of influence and were really our biggest group of advertisers.  We knew that our main issue would be getting people into our shoes so that they could turn into our main consumer base.