ASICS picks W Communications for PR and social duties in SEA

Global sports equipment company ASICS has appointed independent agency W Communications to lead the PR and social strategy for ASICS in Southeast Asia from its Asian headquarters in Singapore, following a competitive pitch held from March to April this year. The agency will help to defend and grow ASICS’ position in the performance running, core sports and sport style categories, and more widely as a purpose-led, sustainable brand. MSL and Saatchi & Saatchi were the incumbents on the PR and social accounts respectively.

W Communications has been tasked to deliver compelling, dial-shifting brand stories and social campaigns to support ASICS in its mission to be the number one brand for sports enthusiasts, sneakerheads and squad leaders alike, with a "focus on marrying sound strategy with great creative". According to the press statement, W Communications' deep expertise in the fitness and culture space, with a heavy-hitting consumer portfolio that includes; Virgin Active, Barry’s Bootcamp, Red Bull, Moët Hennessy Diageo and Fairmont and Swissôtel will aid as a key asset to ASICS’ aims in SEA.

Gabriel Yap, regional marketing director for ASICS Asia said the company was delighted to appoint W Communications to take the ASICS brand to greater heights in 2020. “With their deep knowledge of the industry and track record of award-winning creative campaigns, we are excited to see how this partnership can get consumers talking about ASICS in a more engaging way than ever before”, Yap added.

Meanwhile, Annabel Martinez-Fox, MD APAC of W Communications said of the win, "With more people going out running and taking an interest in fitness, it’s an exciting time for ASICS and the category. We can’t wait to push our health, fitness and culture expertise to the limits with our ‘creative commerce’ approach – generating amazing ideas that deliver real business value for our clients."

Related articles:
ASICS kicks off digital campaign across Southeast Asia
ASICS pursues intelligent tech dreams with smart shoe prototype
ASICS distances from former Miss Universe Malaysia for race-related IG posts