All companies are fighting Nike whether they want to or not. This makes a dialogue about a new product easier to create. In this instance, Nike, by allowing Roger Federer to walk away to Uniqlo and On-Running, opened up the opportunity for growing within the tennis market. ASICS has been a long-cycle sponsor of the world’s top player Novak Djokovic. Has this translated into sales across the board for ASICS? Not really, but when brands are looking to capture share from the Swoosh they have to operate in the niche. I’ve discussed this tactic using my concept Niche Out (arch On Music).
In the latest campaign for the COURT FF™ Novak, ASICS nails every aspect of engaging the young consumer. They don’t spend time trying to convince a teen or an adult to be like Novak. They dial in on the young athlete who recognizes the greatness and skill of Djokovic and they allow him to address the soul of the athlete. It’s a beautiful video in an area that won’t push the company to new heights, but as a part of the whole it’s perfect.
