ASICS, the specialist sports footwear company, has hired Underwired Amaze as its eCRM agency across a number of key European markets, including Germany, Holland, Italy, France, Benelux, Austria and the UK.
ASICS, which is an abbreviation of “Anima Sana In Corpore Sano”, meaning “Sound Mind In A Sound Body”, has been developing innovative technical sports shoes and apparel for more than half a century. The brand has built a strong reputation amongst athletes with products including its Impact Guidance System and Biomorphic.
Raphaël Mazoyer, ASICS' Digital Communications Manager, commented: “As a manufacturer, ASICS is keen to develop a closer bond with consumers, and to support their practice of chosen sports. In particular, runners show the brand a lot of trust and loyalty, and we want to demonstrate the highest respect for them in our digital communications. Underwired brings the expertise we need to fulfill this brand promise, and to develop a powerful eCRM platform.”
Underwired's appointment followed a comprehensive audit of the brand's online customer relationship initiatives. The brief includes the development of the brand's European eCRM strategy, as well as a new campaign to support the refreshed MyASICS portal, and ongoing delivery of the multi-language programme throughout Europe.
Tim Williams, Underwired's Planning Director and previously Head of Customer Insight at mobile brand Three, said of the project, “ASICS is a good example of a growing desire amongst brand owners to get closer to their end consumers through deeper insights and innovative relationship building techniques. By getting under the skin of what motivates different customer segments, we are starting the process of helping ASICS craft an effective eCRM programme. This is designed to deepen the engagement of its existing customers as well as to increase awareness amongst the brand's target customer base across Europe.”