How ASICS India is turning footprints into funnel metrics

Three years ago, Mumbai-based 50-year-old Neena D'Souza, a regular marathoner, wandered into an ASICS store out of curiosity. Running two hours a day, she went through four pairs of shoes a year.

That visit introduced her to ASICS' Foot ID, a biomechanical analysis tool that matches runners with the right shoes based on their foot shape and gait. Her recommended pair, the Gel-Kayano 31, came from a marathon-themed limited edition she sported at the Tata Mumbai Marathon 2025. "The engineered mesh upper nailed the comfort and breathability, though on really long runs, the snug fit can feel a bit too snug," she said.

D'Souza is one of several Indian runners who have found their stride with ASICS due to the brand's sustained marketing and product education efforts. The company has adopted a top-to-bottom strategy to establish itself in the country's growing running ecosystem. At the heart of this strategy is sponsorship of marquee events like the TCS World 10K Bengaluru, Apollo Tyres New Delhi Marathon, and the Tata Mumbai Marathon.

The brand has once again partnered with the TCS World 10K Run 2025 as a sports goods sponsor, unveiling exclusive limited-edition merchandise tailored for the event. Its marketing director, Saurabh Sharma, tells Campaign, "We launched the limited-edition products for TCS World 10K on March 1, giving consumers two months to buy it before the event...The intention was to sell everything within the first two months so those running at TCS World 10K could celebrate the event."

Saurabh Sharma, marketing director, ASICS India

This timed-release model builds urgency while allowing unsold inventory to maintain relevance. "You cannot sell the entire merchandise so that it will be available at the retail store for a longer duration," Sharma said, pointing out that the long-tail cycle is supported by continued in-store engagement.

The approach appears to be paying off. In 2024, ASICS posted record-breaking global revenue of ¥678.5 billion (€4.2 billion). Industry experts estimated that India contributed an estimated INR 430 crore, a 25-27% year-on-year increase. The brand's SportStyle products led the growth globally, up 56.2%, while performance running products registered a 7.6% increase.

Much of that performance category growth in India is tied to ASICS's ability to connect directly with runners. The brand has steadily grown its shoe count at marathons—a metric reflecting how many participants wear it. "When ASICS started sponsoring the Mumbai Marathon 18-19 years ago, our shoe count was zero. Now we achieve 32% market share," Sharma says. For the TCS World 10K, the company's shoe count has risen from 6% to 7% in 2019 to 18% last year, with a target of 22% in 2025.

Key to this shift is educating marathoners about performance-specific technology. Sharma explains, "Everyone's talking about gel and pronation today. But nobody knew it in 2015 when we started in India." Foot ID's motion analysis capabilities help match shoes to specific gait patterns, which, he claims, results in greater comfort, fewer injuries, and improved personal bests.

To amplify this, ASICS activates campaigns that draw runners into stores for Foot ID consultations. "We took a top-to-bottom approach...signing up for big events that have serious runners...then calling them to our stores, educating them about this technology," Sharma adds. This has also led to strong word-of-mouth.

While top-tier runners remain a focus, ASICS targets the country's growing base of casual fitness enthusiasts and first-time walkers. In-store education plays a pivotal role in this onboarding process. Sharma said, "People who pick up fitness visit our stores and we tell them about the ASICS running clubs in their city with a coach who can help them start their running journey."

The sales team, crucial to this educational effort, receives quarterly training. "Apart from soft skills, they are given product knowledge about any new launch or season so that they can offer the right options to buyers," Sharma said.

The in-store experience is particularly critical in tier-2 and tier-3 cities, where ASICS is expanding its footprint. "Right now, we have around 122 stores and we intend to have 200 stores by 2026," Sharma reveals. This expansion is driven by increased online traction and conversations in smaller towns, making them key growth markets.

A shift in marketing channel strategy complements the retail push. ASICS now allocates most of its marketing budget to four verticals: event activations, digital advertising, traditional advertising, and PR. "Before 2020, we focused a lot on OOH and on-ground advertising, but post-COVID, this shifted. Digital allows us to create campaigns targeting consumers through their geography," Sharma noted.

Digital campaigns drive e-commerce and help identify emerging running events in smaller cities, which ASICS may sponsor. The brand currently supports the top events in each region—TCS World 10K Bengaluru, Apollo Tyres New Delhi Marathon, and Tata Mumbai Marathon—and plans to add another soon.

Such regional sponsorships double as influencer marketing. Sharma pointed out, "If a famous runner from Jabalpur is participating in Tata Mumbai Marathon and doing this personal best (PB), he becomes a great ASICS influencer in his home market."

The company is also pushing its SportStyle category, with 11 premium stores showcasing 70% of inventory from this fashion-forward line. "We are working with people from Bollywood, fashion influencers and designers and are organising an influencer event in Delhi and Mumbai to launch a new SportStyle product," Sharma said.

Global collaborations with fashion designers like Vivienne Westwood and Cecilie Bahnsen, and sneaker culture icons like JJJJound, have raised the brand's profile. In India, Sharma confirms, "We are already talking to lots of designers to collaborate and launch the exclusive range, in addition to our global collaboration."

On the agency front, ASICS works with Cheil and AdFactors for regular campaigns. For high-impact launches like its Tiger Shroff campaign, Asics floats pitches and works with different agencies as needed.

Through its multifaceted strategy—sponsorships, education, product innovation, and omnichannel marketing—ASICS is not just selling shoes in India. It is helping shape a running culture, one marathon at a time.