ASICS
ASICS
OneASICS
OneASICS
Building ASICS’ first global direct-to-consumer membership program
Building ASICS’ first global direct-to-consumer membership program
To evolve beyond a traditional retail-driven model, ASICS introduced a new service that fosters direct, lasting relationships with customers—transforming the brand’s connections with consumers on a global scale.
To evolve beyond a traditional retail-driven model, ASICS introduced a new service that fosters direct, lasting relationships with customers—transforming the brand’s connections with consumers on a global scale.
CHALLENGE
CHALLENGE
Deepening loyalty through direct brand-consumer connection
Deepening loyalty through direct brand-consumer connection
ASICS sought to go beyond legacy retail channels and establish more direct, personalized connections with its audience. The goal was to build a consistent brand experience across all regions, deepen customer loyalty, and create lasting engagement worldwide.
ASICS sought to go beyond legacy retail channels and establish more direct, personalized connections with its audience. The goal was to build a consistent brand experience across all regions, deepen customer loyalty, and create lasting engagement worldwide.
WHAT WE DID
WHAT WE DID
Conceiving and designing OneASICS
Conceiving and designing OneASICS
I&CO conceived and designed OneASICS, ASICS’ first global membership program, to build direct, personalized connections with users as “members.”
OneASICS serves as the central hub for engagement, enabling a direct-to-consumer strategy that tailors services to individual needs. To support this, ASICS created ASICS Digital, a division to unify digital capabilities globally, with I&CO helping design and operate the experience.
Under the theme “It Keeps You Moving,” the program motivates members to reach running goals through challenges and rewards tied to activities like running, shopping, and community involvement.
This initiative created a true 1-to-1 relationship model, expanding ASICS into new sports and categories while staying closely connected to each member’s unique needs.
I&CO conceived and designed OneASICS, ASICS’ first global membership program, to build direct, personalized connections with users as “members.”
OneASICS serves as the central hub for engagement, enabling a direct-to-consumer strategy that tailors services to individual needs. To support this, ASICS created ASICS Digital, a division to unify digital capabilities globally, with I&CO helping design and operate the experience.
Under the theme “It Keeps You Moving,” the program motivates members to reach running goals through challenges and rewards tied to activities like running, shopping, and community involvement.
This initiative created a true 1-to-1 relationship model, expanding ASICS into new sports and categories while staying closely connected to each member’s unique needs.
OUR IMPACT
OUR IMPACT
+600%
+600%
e-commerce account creation
e-commerce account creation
8
Countries OneASICS is live in
Countries OneASICS is live in
20+
Size of new OneASICS team at ASICS
Size of new OneASICS team at ASICS
CAPABILITIES
CAPABILITIES
Customer Research
Customer Data Strategy
Ecosystem & Journey Mapping
Service Design
Customer Research
Customer Data Strategy
Ecosystem & Journey Mapping
Service Design
