The Running Ecosystem
Over the last 5 years ASICS has acquired a number of companies and partnerships to expand their footprint and create a connected running ecosystem. Aqusitions have included the Runkeeper App (a tracking and training focused app) and Race Roster (race registration and orchestration software) and a new partnership with CASIO. Combining these services gives ASICS a unique offering within the running world, but ASICS has been struggling to fully realize what this experience could be for the customer.
For ASICS to be present during the entire runner journey, we must provide first-in-class products, services, and experiences that cater to the personal goals of each runner segment. We currently have many offerings, but they are siloed or unconnected.
Once we have the right mix of offerings, runners will leverage our ecosystem in unique ways that help them achieve their personal running goals.
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Build it.
The heart of the running ecosystem is comprised of connected platforms that power the different services.
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Connect it.
Each running segment needs to understand the services that they will enjoy as part of being an ASICS runner.
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Personalize it.
As the individual starts engaging with more touchpoints we can in turn offer them more personalized support, services, and products through the OneASICS membership.
Creating a Running Ecosystem
Ecosystems, connected services, and communities are things that we all want as digital leaders, but it can be difficult when the ideal customer journey extends across different business orgs.
I have been working with the heads of the Runkeeper, Race Roster and the ASICS orgs to make the idea of the running ecosystem tangible with a pilot program for our performance run category.
The ultimate business goal is to engage more customers in multiple ASICS touchpoints and then be able to scale this framework for other sports like tennis and wrestling.
I am an ASICS Runner
The idea behind ASICS Runner+ is to offer a reasonably priced bundle of services, experiences and products to our top segments of customers that invites them into and engages them with the AISCS Running Ecosystem.
The core services of ASICS Runner+ span across our two main apps (Runkeeper & Stretch) for training and recovery as well as a newly instated race series that will give our runners amazing events to participate in and train for.
Additionally exclusive perks are found along the way. These can include ASICS products and experiences, or can be offered though ASICS partners to bring our runners experiences and gear that meets their needs. Runner+ becomes a fun way runners can engage with ASICS while increasing the brand’s LTV at the same time.
We are currently testing naming, offerings and final pricing, but are excited for what this offering can bring to each of our customers who have made running a goal or for whom running is already part of their lifestyle.