It's all in the mind: ASICS delves into its founding purpose for differentiation
- 26 June 2023
When is a sports shoe not a shoe? When it is just one part of a 'whole body and mind' health approach. In Issue 2, 2023 of CIM's Catalyst magazine, discover how ASICS embraces mental as well as physical health.
The world of sport tends to be a sea of sameness. Almost all brands are focused on either the physical effort you have to put into sport, or the winning moment that comes from effort. It’s a world where consumers are told to push harder, go faster and stop at nothing. Where good is never good enough, and limits can’t just be reached, they need to be stretched, smashed and broken.
In the past, ASICS has fallen into the trap of these category conventions. But not anymore.
- Purpose helps you step outside category convention
- Direct purpose internally as well as externally
- Use your expertise in broader ways than product
- There is still a place for long term
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