Asics to focus attention online

Asics_OnitsukaSporting footwear and apparel brand Asics could be on its way to dominating Australian online retail space for its category after appointing Sydney retail advertising and marketing agency IdeaWorks to handle its digital business.

According to reports this week in advertising trade media, the move is part of Asics’ strategy to develop a stronger digital presence for its signature Onitsuka Tiger label (pictured) and Asic’s medical websites.

IdeaWorks head of digital, Aden Hepburn said Asics had the opportunity “to dominate their category online in Australia”.

It is understood IdeaWorks is currently developing innovative digital work to be released over the coming year, including new web platforms and mobile and social media activity.

With origins dating back to 1949, Asics has gained a reputation among serious athletes and is widely regarded as a leading innovator in the sports footwear sector, thanks to lines such as the Inner Muscle and Top Impact Line Sportswear ranges.

Asics’ research and development activities have seen the launch of groundbreaking technologies including: Gender Specific Space Trusstic and Cushioning, Solyte midsole material, Impact Guidance System (IGS), Biomorphic Fit upper and improved Discrete Gel systems.


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