- Prachi Singh |
Despite the implementation of a new structure across the EMEA business since the start of 2018, Asics reported 5.8 percent decline in consolidated net sales, for the first quarter of 2018. However, the company said, cross-business transformation programme showed signs of positively impacting the business in key strategic areas – with its own brand stores showing 13 percent growth and Asics ecommerce seeing a sales uplift of 25 percent, coupled with 20 percent and 106 percent sales rise in Russia and Middle East respectively.
Commenting on the brand’s performance in the region, Alistair Cameron, CEO of Asics EMEA said in a statement: “We are encouraged by the positive results delivered by our business transformation programme. With success in key emerging markets and our direct to consumer business, as well as the impactful launch of two major brand campaigns, we are excited about the prospect of future growth.”
In the first quarter of the year, Asics launched two major brand campaigns for both Asics (sports performance) and Asics Tiger (sports lifestyle). Also, the ‘I Move Me’ campaign was launched, keeping movement at the heart of a cross-channel digital marketing campaign in EMEA. At the same time, the ‘What The Gel’ brand campaign put its iconic gel technology in the spotlight.
Picture credit: Pitch Marketing Group