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Marketing Mix of ASICS


The Marketing Mix of ASICS tells the 4Ps (Product, Price, Place, and Promotion) of the Japanese multinational corporation – ASICS!

ASICS, a renowned Japanese athletic footwear and apparel brand founded in 1949, has established itself as a leading player in the sports industry. 

The brand’s success can be attributed to its relentless focus on performance-driven innovation and a well-crafted marketing mix strategy.

 In this article, we delve into ASICS’ marketing mix, exploring how the brand effectively combines product, price, place, and promotion to create a powerful and recognizable brand identity.

Product in Marketing Mix of ASICS

ASICS’ product strategy revolves around delivering high-performance athletic footwear, apparel, and accessories to athletes of all levels. 

The brand’s products are built on a foundation of technological advancements and extensive research. 

ASICS continuously strives to improve its products, incorporating features such as cushioning, stability, and support to enhance athletes’ performance and prevent injuries. 

The brand caters to various sports, including running, training, tennis, and volleyball, offering specialized products designed to meet the unique needs of each sport. 

ASICS’ commitment to innovation and performance has earned it a strong reputation among athletes and sports enthusiasts worldwide.

Price in Marketing Mix of ASICS

ASICS follows a pricing strategy that positions its products in the mid-range to premium segment. 

The brand offers a range of price points, allowing customers with different budgets to access its quality products. 

ASICS’ pricing reflects the value it provides through its performance-driven technology and research-backed designs. 

The brand’s competitive pricing ensures that its products remain accessible and desirable to a wide range of athletes, from professional to recreational.

Place in Marketing Mix of ASICS

ASICS has established a global presence through a well-defined place strategy that encompasses both physical and online channels. 

The brand operates through a network of flagship stores, authorized retailers, and e-commerce platforms. 

ASICS’ physical stores are strategically located in key sports hubs, providing customers with immersive brand experiences and personalized assistance. 

Additionally, the brand partners with select retailers to expand its reach and accessibility. 

ASICS’ online platform offers a convenient way for customers worldwide to explore and purchase its products, ensuring a seamless omnichannel experience.

Promotion in Marketing Mix of ASICS

ASICS’ promotion strategy focuses on brand visibility, athlete sponsorships, and community engagement. 

The brand actively engages with athletes and sports teams, sponsoring events and supporting grassroots initiatives. 

ASICS’ partnerships with renowned athletes enhance its brand image and reinforce its association with high-performance sports. 

The brand leverages digital marketing and social media platforms to connect with its target audience, sharing inspiring stories and fostering a sense of community. 

ASICS’ marketing campaigns emphasize the brand’s core values of perseverance, determination, and achievement, resonating with athletes and sports enthusiasts alike.


ASICS’ marketing mix embodies a strategic blend of performance-driven innovation and global presence. 

The brand’s product strategy focuses on delivering high-performance athletic footwear, apparel, and accessories. 

ASICS’ pricing strategy ensures accessibility without compromising on quality.

Its multi-channel distribution strategy combines physical stores, authorized retailers, and e-commerce platforms for widespread availability. 

The brand’s promotion strategy, through athlete sponsorships and community engagement, reinforces its association with high-performance sports and fosters a sense of belonging. 

ASICS’ commitment to technological advancements and research-driven designs has solidified its position as a trusted and respected brand among athletes worldwide. 

As ASICS continues to push boundaries in the sports industry, it remains at the forefront of performance-driven innovation and global recognition.

I hope you have gathered all the crucial information about the Marketing Mix of ASICS and the 4 P’s of ASICS. Stay tuned for more Marketing Mix Articles.