This web app uses cookies to compile statistic information of our users visits. By continuing to browse the site you are agreeing to our use of cookies. If you wish you may change your preference or read about cookies

close

Why Asics's Business Model is so successful?

Get all the answers

Embed code:

x
Copy the code below and embed it in yours to show this business model canvas in your website.

Asics’s Company Overview


Asics Corporation is a multinational corporation renowned for its high-quality athletic footwear, apparel, and accessories. Founded in 1949 in Kobe, Japan, by Kihachiro Onitsuka, Asics has grown into a global leader in the sports industry, serving both professional athletes and fitness enthusiasts worldwide. The company's mission, "A Sound Mind in a Sound Body," is embodied in its name, an acronym for the Latin phrase, "Anima Sana In Corpore Sano." Asics is widely recognized for its innovation, technological advancements, and commitment to enhancing athletic performance and promoting health and fitness.

Asics operates under a multi-tiered business model, which includes manufacturing, distribution, and retail. The company designs and produces its own line of products, ensuring high-quality and innovative athletic gear. Asics products are sold through various channels, including company-owned stores, online platforms, and third-party retailers. This diversified distribution strategy allows Asics to reach a broad customer base across different regions and market segments.

The revenue model of Asics is primarily based on the sales of its products. The company generates the majority of its income from the sale of running shoes, which is its flagship product line. However, Asics also earns significant revenue from the sale of sports apparel, equipment, and other fitness-related accessories. Additionally, the company has been expanding its online sales, which provides an additional revenue stream. Asics also generates income from partnerships, sponsorships, and collaborations with professional athletes and sports teams.

https://www.asics.com/

Headquater: Kobe, Japan, East Asia

Foundations date: 1949

Company Type: Private

Sector: Consumer Goods

Category: Retail

Digital Maturity: Beginner


Asics’s Related Competitors



Asics’s Business Model Canvas


Asics’s Key Partners
  • Technology Vendors
  • Retailers
  • Logistics Providers
  • Professional sports teams
  • E-commerce companies
  • Manufacturers
  • Subsidiaries (ASICS America Corporation, ASICS India, ASICS Oceania and Onitsuka Tiger)
  • More than 60 stores in Europe and America
  • Olympic Games partners
Asics’s Key Activities
  • Design development
  • Prototyping
  • Manufacturing
  • Distribution
  • Sales
  • Marketing
  • Branding
  • IT Systems management
  • New product development
  • New production introduction
  • Facility and resource planning
  • Quality management
  • Customs documentation for import/export
  • Legal
  • Financial
Asics’s Key Resources
  • World-renowned quality
  • Innovative research facilities
  • Top notch sports products
  • Knowledge sharing
  • People
  • Innovation
  • 36 facilities worldwide
  • CO2 emissions
Asics’s Value Propositions
  • Give people the freedom to move and help them enjoy living life to the fullest
  • To bring harmony and balance of body and soul the company contributes to a healthy society by working together with local communities and people from every generation everywhere in the world
  • Provide sports goods not only the footwear and sportswear but also gear like gloves and accessories and more
Asics’s Customer Relationships
  • ASICS believes that the best way to create a healthy and happy lifestyle is to promote total health and fitness
  • "Anima Sana in Corpore Sano" (A Sound Mind in a Sound Body)
  • Co-creation
  • Self-service
  • Personal assistance
  • Community
  • Word of mouth
  • Love for the product
  • Reputation
  • The ASICS Latin School Program
  • "Started the Right Way" campaign to promote responsible corporate behavior
Asics’s Customer Segments
  • The company targets a very high end consumer
  • Athletes who want to increase their performance
  • Sports enthusiasts
Asics’s Channels
  • Brand's website
  • Website for each region
  • Social network profiles
  • Sports events
  • Retailers
  • Wholesalers
  • Physical stores
  • Online shops
  • B2B
Asics’s Cost Structure
  • Casual footwear product cost
  • Raw material
  • Development and manufacturing cost
  • Research and development
  • Promotion and advertising
  • Investment on new technologies
  • Facilities maintenance
  • Intellectual property protection
  • Employees
  • Taxes
Asics’s Revenue Streams
  • Sales of footwear (Running, Training & fitness, Tennis, Trail running, Wrestling, Golf, Baseball, Volleyball, Walking, Outdoor, Field sports, Training, Netball, Motorsports, Handball)
  • Sports equipment (Volleyball, Running, Tennis, Athletic facilities, Training, Apparel, Golf, Wrestling, Field sports, Walking, Netball, Motorsports, Handball, Outdoor)
  • Apparel (Tops, Bottoms, Bras, Outerwear, Socks, Warmups, Accessories)
  • Accessories (Bags, Caps, Hats, Visors, Sleeves)

Vizologi

A generative AI business strategy tool to create business plans in 1 minute

FREE 7 days trial ‐ Get started in seconds

Try it free

Asics’s Revenue Model


Asics makes money by combining different business models. Below, you will find the list of the different monetization strategies identified for this company:

  • Direct selling
  • Make and distribute
  • Niche retail
  • Regular replacement
  • Ingredient branding
  • Brands consortium
  • eCommerce
  • Curated retail
  • One-off experience
  • Supply chain
  • Corporate innovation
  • Culture is brand
  • Fashion sense
  • Channel aggregation
  • Cross-subsidiary
  • Customer loyalty
  • Licensing
  • Product innovation
  • Culture is brand
  • Technology trends
  • Shop in shop
  • Online marketplace
  • Long tail
  • Fast fashion
  • Experience
  • Experience selling
  • Digital
  • Digital transformation
  • Demarketing
  • Channel per purpose
  • Spectrum retail
  • Sponsorship
Analytics


Market Overview
  • Patterns
  • Sectors
  • Categories
  • Companies
  • Right click on the nodes to explore

Asics’s Case Study


Asics's Case Study

Asics Corporation, a beacon of innovation in the world of athletics, has been championing the ethos of "A Sound Mind in a Sound Body" since its inception in 1949 in Kobe, Japan. Founded by Kihachiro Onitsuka, the company’s journey from a local shoe manufacturer to a global leader in the sports industry is nothing short of remarkable. This case study delves into what makes Asics special and unique, while examining the strategies and principles that have propelled it to its esteemed status in the consumer goods sector.

The Genesis of Asics

In the aftermath of World War II, Kihachiro Onitsuka was determined to uplift the spirits of the Japanese youth by promoting physical health through sports. With this vision, he founded Onitsuka Co., Ltd., which later rebranded to Asics Corporation. This rebranding reflected the company’s holistic approach to wellness, encapsulated in the Latin phrase "Anima Sana In Corpore Sano" ("A Sound Mind in a Sound Body"). Asics began its journey with basketball shoes but soon diversified into running shoes, which have now become the company's flagship product line. What set Asics apart in these early years was its dedication to research and innovation. By 1951, the company made significant headway with the introduction of the first Tiger shoes, which featured a groundbreaking design intended to improve grip and performance.

Innovations That Define Asics

The narrative of Asics is deeply intertwined with its commitment to innovation. The evolution of Asics’ Gel cushioning system is a testament to this commitment. Developed in the 1980s, the Gel technology revolutionized running shoes by providing unmatched shock absorption and support. According to a study by the American College of Sports Medicine, runners using Gel-cushioned shoes experience significantly reduced impact forces, which in turn minimizes injury risks and enhances performance (American College of Sports Medicine, 2021). Moreover, the establishment of the Research Institute of Sports Science (RISS) in Kobe has played a critical role in maintaining Asics's reputation for cutting-edge technological advancements. The RISS facilitates extensive biomechanical research and development, ensuring that Asics products continue to meet the ever-evolving demands of athletes and fitness enthusiasts.

Building a Multi-Tiered Business Model

Asics’ business model is a harmonious blend of manufacturing, distribution, and retail. This multi-tiered approach is crucial for maintaining quality control and delivering top-notch athletic gear. By designing and producing its own line of products, Asics ensures that every piece of footwear and apparel meets rigorous standards of excellence. A diversified distribution strategy enables Asics to reach a broad customer base across various regions and market segments. As of 2023, Asics operates more than 60 stores in Europe and America, alongside a strong online presence through Asics.com and other e-commerce platforms. This omnichannel approach allows Asics to cater to both high-end consumers and dedicated athletes.

Customer-Centric Innovation

Understanding and addressing customer needs has always been central to Asics’s strategy. The company recognizes that its customers seek more than just functional sportswear—they desire products that offer emotional and social benefits. This acknowledgment is reflected in Asics's meticulous attention to design aesthetics, wellness enhancement, and sensory appeal. One notable initiative is the "Started the Right Way" campaign, aimed at promoting responsible corporate behavior and reinforcing the company’s commitment to holistic health. Additionally, Asics actively engages in community programs like the ASICS Latin School Program, which not only fosters brand loyalty but also underscores its dedication to societal well-being.

Adapting to Digital Transformation

In an era where digital maturity is paramount, Asics has embarked on a journey of digital transformation. While it is classified as a beginner in digital maturity, the company has made significant strides in leveraging technology to enhance customer experiences. Asics employs data analytics and customer insights to drive personalized marketing strategies and improve online retail efficiency. A key component of this digital evolution is Asics’s collaboration with e-commerce giants and technology vendors. These partnerships facilitate the seamless integration of online and offline shopping experiences, creating a cohesive and user-friendly purchase journey for customers worldwide.

The Future Ahead

Asics continues to pioneer advancements in the athletic gear industry, driven by its unwavering mission to promote a balanced and healthy lifestyle. The company’s investment in new technologies and sustainability initiatives underscores its forward-thinking approach. For instance, Asics has committed to reducing CO2 emissions across its manufacturing facilities, aligning with global sustainability goals (Asics Sustainability Report, 2023). Asics's journey from a post-war hope symbol to a global leader in sportswear is a powerful testament to the impact of vision, innovation, and customer-centric strategies. As we move forward, Asics remains poised to inspire and equip the next generation of athletes and fitness enthusiasts, staying true to its founding principle: "A Sound Mind in a Sound Body." The integration of historical context, innovative advancements, and responsive customer strategies makes Asics a unique and enduring brand in the fiercely competitive sportswear market. By staying true to its heritage while boldly embracing the future, Asics exemplifies the essence of resilience and growth in the business world.


If you enjoyed this content, you’re in for a treat! Dive into our extensive repository of business model examples, where we’ve dissected and analyzed thousands of business strategies from top tech companies and innovative startups. Don’t miss out!

+100 Business Book Summaries

We've distilled the wisdom of influential business books for you.

Zero to One by Peter Thiel.
The Infinite Game by Simon Sinek.
Blue Ocean Strategy by W. Chan.