DJ "Tide Master" Steve Aoki Becomes Asics Spokesperson

Asics CEO CEO (Gene McCarthy) said: "our

Something must be done differently than before. "

According to the world clothing and shoe net, recently, the Japanese sports veteran has won two times the Grammy nominated DJ Steve Aoki, becoming the first non athlete spokesperson of the brand.

This is not a simple advertising campaign. Asics's intention is to tell people by the reputation of "Chao Ye" that this sports brand, known for its professional running products, is not just running shoes.

They hope to break through the category of running shoes and expand consumer groups, so as to further open the world's largest sports shoes Market in the world.

Heavenly King DJ "tide master" Steve Aoki

Japanese brand founded in 1949

New Balance, Saucony and Brooks are also known as the four largest in the world.

Brand.

Asics has been deeply cultivated for many years in this field. Even though its sports shoes are few in style, Asics's running shoes are very popular in professional sports circles by virtue of professional strong shock and support technology.

Jean Macarthy mentioned that in last year's New York marathon race, about 30% runners wore the brand shoes.

However, despite being one of the world's top four running shoes brands, Asics has recently encountered some bottlenecks.

The brand, which is popular among professional runners, is not recognized and welcomed by young people. The latest semi annual report released by Piper Jaffray, an American investment company, shows that only 2% of the high-income teenagers and 1% of the middle-income families have a good opinion of Asics.

"The growth of running products has remained stable, but the number of horse racing people has shrunk slightly," Jean Macarthy told Business Insider.

Obviously, the number of runners is not good news for Asics, which runs over 60% of total sales of running shoes.

At the same time, the overall performance of Asics in the past two years is not good.

According to the results of the report, the company's annual sales in 2016 decreased by 6.9% to 399 billion 100 million yen compared with the previous year, and sales in the first half of 2017 dropped 3.3% to 203 billion 700 million yen.

Asics expects profits in the 2017 fiscal year to be 16% less than in 2016.

Among them, the US sports consumption market, which occupies the global 1/3 share, is almost the fastest decline in Japan's brand performance. Last year, sales fell by 17%, down 6% in the first half of this year.

Because the United States is the largest brand after Japan, the market performance is undoubtedly worrying Asics.

Breaking the category of running shoes and reinvigorated the US market has become Jean Macarthy's important task. In fact, this is a veteran who has decades of experience in the footwear industry, including a 20 year career in Nike. Two years ago, Mccarthy was appointed the head of the US market.

Steve Aoki loves fitness

In addition to opening stores in New York fashion street, signing Steve Aoki is another way of Asics.

The Japanese American who has mixed music and fashion helps to open up audiences and cater to the tastes of young people.

In addition, Steve Aoki loves fitness and collectors sports shoes and sports brand, Asian face also makes its influence not only confined to the United States.

It is worth noting that Steve Aoki is not only an ordinary endorsement star. In the future, he will take part in the design of Asics retro series products and help the brand launch joint design section. This is an old idea. Adidas's products with the American rapper Kanye West, PUMA and pop star Rihanna, the two Star designers have long been converted into real sales.

"Brand is trying to establish emotional connections with new consumers," Jean Macarthy said.

He added that it is now an "interesting" opportunity to expand consumer groups and enhance the US market performance, because Nike, the industry leader, is experiencing a decline in sales, while Under Armour's footwear sales are stagnant.

Update brand Logo for the first time in Asics10 years

In fact, when China opened its first brand experience store in Shanghai last July, Oyama Ki, chief executive of Asics, told the interface news that "Chinese consumers already have some understanding of Arthur's running shoes, and we hope to provide them with more products, including sportswear, training equipment and so on."

Judging from the official website of the brand, at present, the product category of Asics has expanded from core product running shoes to all kinds of ball shoes, clothing, accessories and even children's clothing.

To cater to the trend and the taste of young people, two months ago, Asics announced the renewal of the spiral logo that it began in 1992, the first time that the brand has made changes in Logo in 10 years.

It is reported that the latest logo is completed by the Canadian design team Bruce Mau Design studio. With the preservation of shape and blue tone, new bright colors such as pink, purple, green and yellow are added to enhance the interest and fashion sense of brand image.

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