Photo Courtesy of asics.com
The athleisure industry is witnessing rapid expansion, with athleisure shoes emerging as a particularly dynamic segment of this growth. These versatile footwear options seamlessly blend athletic performance with casual style, catering to the needs of consumers who seek both function and fashion in their everyday lives. The demand for athleisure shoes has surged as people increasingly prioritize comfort and practicality, whether for exercise, commuting, or social activities. Innovations in shoe technology, such as advanced cushioning systems, breathable materials, and ergonomic designs, have further fueled their popularity. Major brands and new entrants alike are capitalizing on this trend by offering a wide range of styles that incorporate both athletic features and contemporary aesthetics. Social media influencers and fitness enthusiasts have played a significant role in popularizing these shoes, showcasing their versatility and style in various contexts. Retailers are responding by expanding their collections and marketing efforts to meet the growing consumer interest. As lifestyle trends continue to evolve towards a blend of performance and everyday wear, the athleisure shoe market is poised for continued growth and innovation.
ASICS has emerged as a formidable player in the fast-growing athleisure market, gaining widespread recognition for its high-performance athletic footwear and apparel. Originally founded in Japan in 1949, ASICS has continually evolved to meet the demands of athletes and fitness enthusiasts around the globe. Known for its innovative designs and cutting-edge technology, the brand has made significant strides in recent years, capturing the attention of consumers who prioritize both style and functionality in their workout gear.
One of the cornerstones of ASICS' success is its exceptional line of ASICS shoes, which are celebrated for their superior comfort, durability, and performance. These shoes are meticulously engineered to provide optimal support and cushioning, making them a preferred choice for runners, athletes, and fitness enthusiasts alike. The brand's dedication to research and development has resulted in advanced technologies, such as GEL cushioning and FlyteFoam, which enhance the overall running experience. This commitment to innovation has cemented ASICS shoes as a staple in the wardrobes of those seeking reliable and high-quality athletic footwear.
Particularly noteworthy is ASICS' prominence in the running community, with ASICS running shoes being among the most sought-after products in the market. These shoes are designed to cater to the specific needs of runners, offering features that promote stability, support, and responsiveness. The brand's focus on creating running shoes that cater to various types of runners—from beginners to elite athletes—has played a crucial role in its rapid growth. As the athleisure trend continues to gain momentum, ASICS remains at the forefront, leveraging its rich heritage and innovative spirit to deliver products that meet the evolving needs of active individuals worldwide.
Photo Courtesy of asics.com
1. ASICS is increasing in online resellers
ASICS has experienced a significant increase in its network of online resellers, reflecting the brand's growing popularity and strategic efforts to expand its digital footprint. Over the past 12 months, ASICS has seen a remarkable 46% growth in the number of online resellers, highlighting its success in reaching a broader audience through diverse digital channels. This substantial increase underscores the brand's proactive approach in adapting to the shifting retail landscape and meeting the evolving preferences of consumers who increasingly shop online.
Impressively, ASICS is now in the 100th percentile for online reseller growth, a testament to its leadership and dominance in this sector. This achievement demonstrates that ASICS is not only expanding its reach but also outperforming many of its competitors in securing and leveraging online retail partnerships. The brand's ability to attract a growing number of resellers is indicative of its strong market presence and the high demand for its products across various e-commerce platforms.
With 2,344 online resellers currently offering ASICS products, the brand has significantly enhanced its accessibility and visibility in the digital marketplace. This extensive network of resellers plays a crucial role in driving ASICS' growth, allowing the brand to cater to a diverse and global customer base. By continuously expanding its online reseller network, ASICS ensures that its high-quality athletic footwear and apparel are available to consumers wherever they shop. This strategic expansion not only boosts sales but also reinforces ASICS' position as a leading player in the fast-growing athleisure industry.
2. ASICS is increasing in monthly paid traffic
ASICS has witnessed a substantial increase in its monthly paid traffic, reflecting the brand's effective digital marketing strategies and growing consumer interest. Over the past 12 months, ASICS has experienced a remarkable 45% growth in monthly paid traffic, showcasing its ability to attract and engage a larger audience through targeted online advertising. This impressive rise underscores the brand's commitment to investing in digital marketing to enhance its online presence and drive sales.
In addition to the growth in paid traffic, ASICS has also significantly increased its advertising efforts, with a 37% rise in the number of ads deployed over the last year. This expansion in ad count highlights ASICS' proactive approach to reaching potential customers across various digital platforms. By leveraging a diverse range of advertisements, the brand can effectively communicate its value proposition, showcase its innovative products, and appeal to different segments of its target audience.
ASICS' robust advertising growth places it in the 98th percentile, indicating that it is outperforming most of its competitors in this area. This achievement is a testament to the brand's strategic focus on digital marketing and its ability to optimize ad spend for maximum impact. By continuously refining its advertising strategies and increasing its investment in paid traffic, ASICS ensures that it remains at the forefront of the athleisure market, driving brand awareness and fostering customer loyalty. As the brand continues to innovate and expand its digital marketing efforts, its leadership in advertising growth will be a key driver of its ongoing success and market expansion.
3. ASICS is growing its Instagram presence
ASICS has been making notable strides in expanding its presence on Instagram, a crucial platform for engaging with a broad and diverse audience. Over the past 12 months, ASICS has achieved a 12% growth in Instagram followers, bringing its total to an impressive 1,190,017 followers. This growth signifies the brand's successful efforts in connecting with users through compelling content, interactive posts, and strategic use of social media trends.
This impressive increase places ASICS in the 100th percentile for Instagram growth, underscoring its leadership and effectiveness in leveraging the platform for brand building and customer engagement. By consistently creating visually appealing and relevant content, ASICS has managed to capture the interest and loyalty of a wide array of Instagram users. The brand’s focus on showcasing its high-performance products, fitness tips, athlete endorsements, and community stories has resonated well with its audience, driving higher engagement rates and fostering a strong online community.
The substantial growth in ASICS’ Instagram presence not only boosts its visibility but also strengthens its ability to influence and inspire its followers. By maintaining an active and engaging Instagram account, ASICS can effectively promote new product launches, share customer testimonials, and participate in trending conversations within the fitness and athleisure communities. This vibrant and growing Instagram presence is a critical component of ASICS' broader digital strategy, helping to enhance brand awareness, drive traffic to its online store, and ultimately, support its overall growth and success in the competitive athleisure market.
If you are a retailer, investor, or agency, Charm.io can give you more in depth information and insights like this for similar rapidly growing ecommerce brands. Its a great tool if you are looking to explore data and metrics about a brand's online, social media, advertising, or product performance.
Get more insights into athleisure brands when you download our free report, The Top 50 Fastest-Growing DTC Athleisure Brands. Get in-depth insights into any DTC brand when you sign up for a Charm.io account today.
Questions about Charm?
Attend our monthly Charm webinar where our Customer Success Managers will show you how Charm can help you grow your business.
Book a Demo