OneASICS

Client

ASICS

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?

In 2016, 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.”

Practical Future

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

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.

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.

+600%

Increase in e-commerce account creation

8

Countries OneASICS is live in

20+

Size of new OneASICS team at ASICS

Our Role

BRAND

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

PRODUCT

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

SERVICE

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