CASE STUDY | Asics
20 YEARS ZERO GIVING UP
Over two decades, a strong partnership and a scrappy work approach allowed Vitro to take ASICS from niche to No. 2 in the U.S.
Competing alongside giant athletic brands, ASICS needed a way to steal share with a fraction of the budget.
Running is hardwired into human evolution: we are born with a running geek inside us. But unleashing this runner within takes a unique mix of smarts, emotion, even science.
Geek-jockery. The “cool tech” behind ASICS’ unique athletic vision came to life with disruptive, smart activations in traditional spaces: experiences that stood out in the minds of athletes the world over.
WHAT WE DID
THE THRILL OF THE CHASE: Amazing what a 20-year workout can do for a brand.
RUN WITH RYAN / SUPPORT YOUR MARATHONER
SOUND MIND, SOUND BODY: The global campaign that got to the heart of why people run, throw, catch, kick and spike.
COLORS THAT RUN: ASICS needed a splashy product launch. A challenge we took literally.
VERY GELLY: Celebrating the shoe with the most gel ASICS ever released.
“The running shoe brand and its agency, VITRO, went big. Really big.”
“Asics and VITRO were at it again. Known for pulling off some pretty spectacular running-themed stunts, they brought Hollywood flair to the L.A. Marathon.”
“VITRO and Asics teamed up once again to create a unique experience.”
Results & Accolades
Increase in market share (position 7 to position 2)
Increase in sales over 20 year relationship ($70MM to $1.3B)