two runners behind the OneASICS logo
two runners behind the OneASICS logo




Creating ASICS’ first global, direct-to-consumer membership program

As the retail industry is being shaken to the core and is needing to shift online, how can ASICS really become direct-to-consumer?

RunKeeper app icon
runner crouched at the starting line of a track

ASICS acquired Runkeeper, a popular running app with millions of users. This gave us an opportunity to start thinking of ASICS’ audience not merely as customers but as “members.”

OneASICS - Get more out of running

Practical Future

OneASICS: a global membership program designed to build direct relationships with ASICS’ audience.

OneASICS profile is at the center of everything

At the core of ASICS’s ecosystem

The OneASICS Membership program sits at the core of these touch points, creating a more connected view of its customers.

Becoming DTC: Shifting the organization

ASICS Digital was established to centralize digital capabilities globally to achieve consistency and efficiency for the sake of the customer. I&CO worked with this team closely to operationalize OneASICS.

Membership benefits

With the proposition of “It Keeps You Moving,” the OneASICS Membership program inspires you to meet your running goals with exclusive services and expert advice.

App Starting Screens - Early Bird, Crew Love, Victory Lap, Getting Started

Activity over loyalty

For OneASICS, we created a dynamic program model based on challenges. Members choose challenges and earn benefits by running, shopping, or interacting. The result was a program that was truly 1-to-1 and allowed OneASICS to expand into new sports and categories.


Increase in e-commerce account creation


Countries OneASICS is live in


Size of new OneASICS team at ASICS

Our Role


  • Primary Research
  • Customer Insights
  • Business & Market Intelligence
  • Data Analysis
  • Workshops
  • Product Strategy
  • Retail & Customer Experience
  • Go-to-Market Strategy

Digital Product

  • Product Design
  • User Experience Design
  • Interface Design
  • Customer Journeys
  • Service Design
  • Prototyping
  • User Testing & Optimization


  • Brand Positioning & Architecture
  • Naming
  • Brand & Identity Design
  • Tone of Voice
  • Messaging & Content Strategy


  • Corporate Product Incubation
  • Ideation Workshops & Sprints

Next Up

Audible Sleep