Branding Concept Statement

Branding Concept Statement:  Re-brand the Asics (America) logo to appeal to a broader market.

Company:  Asics – A Japanese founded athletic footwear company started in 1949 by Kihachiro Onitsuka originally under the name Onitsuka Co., Ltd.  Asics stands for “Anima Sana In Corpore Sano” which is latin for  “A Sound Mind In A Sound Body”

Asics currently manufactures an array of athletic shoes:  Running, training, walking, volleyball, wrestling, tennis, field hockey, and cheer.  In addition, they also offer apparel and accessories and have teamed up with companies like Sanrio and Tokidoki in the past.

Price Point:  $35-$190, realistically $80.

Target Market:  Athletic men and women including kids, teens, and adults who favor comfort over design.

Consumer:  Mostly middle to upper class caucasian American men and women ranging from 25-65 in age.  People always on their feet and need the comfort such as soccer moms, runners, students, elderly, and athletes.  Asics can be pricey and hard to find therefore making it a shoe a that a customer specifically seeks out.

I want to rebrand this company because I’ve only seen two types of people wearing their shoes: Athletes and sneaker heads.  I want Asics to appeal to more people so I can see more shoes like this.


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