ASICS Running

Strategic innovation prologues

 

In AW17 Asics launched three iconic product ranges with advanced innovation stories for running and training. As part of the roll out to communicate these new innovations, Asics needed communication tools to distribute across their regional sales channels. Three prologue decks were produced to promote the features and benefits of these product innovations. The strategic purpose for this distribution was to package both research and science into a commercial narrative, translating the science into innovative solutions to answer customer needs. Having reviewed all this research the decks were broken down into six key messages, this hierarchy was consistent throughout. The endnote to each product story was a customer quote of a need, the solution to this need was translated into the slogan, ‘I want, now I can’. This was purposefully written to align with the global Want It More campaign. The epilogue to these decks was a tailored tagline, written to be a memorable endorser of the key benefits.