For people from the sports universe, ASICS is not an uncommon name. An initiative by a war veteran to usher in a positive change in the world through healthy habits, ASICS, which was started with a purpose, has remained true to its core. This is what makes it truly unique in an era where its competitors are using all tactics to outsmart each other in this liner race of brand promotion.
The company, rather than using marketing gimmicks and ambushing campaigns of its rival brands has resorted to what it does best. Just like its products, even for its marketing campaigns, it is taking to quality rather quantity. Among its unabated endeavours to inspire people to develop a healthy mind through a healthy body, ASICS introduced a ‘Comeback Stories’ campaign in 2020 India. India is one of the fastest-growing sports markets of APAC and the world at large. The campaign, which not only resonates strong with its brand value, is also a vehicle to propel the brand-consumer engagement in a country where the sports market has registered a substantial growth of 40% for 5 years in a row.
Grappling with almost a year-long lockdown, the Indian market, which is waking up to the importance of sports and fitness came forth as an ideal environment for ASICS to create a dedicated customer base. As part of the campaign, the brand turned to a storyteller, recounting the successful comeback stories of athletes and sportspersons who fought the vagaries of life and came out as champions.
The narrative focused on transforming the challenges faced by athletes and sportspersons not beautiful stories of inspiration and encouraged people to share their own challenges in life. The intention was to connect every sports enthusiast and fan of the brand to help bridge the gap between them.
ASICS Brand Athlete Bhuvneshwar Kumar's comeback story was utilized to begin the campaign in order to set the tone for the rest of the community.
Bhuvneshwar Kumar's impassioned message about his road to rehabilitation after a catastrophic World Cup in which he wasn't fully fit served as the campaign's emotional hook. His story sparked a surge of hope that rippled over the internet. Everyone, from corporate executives to customers, joined in the fun and encouraged others who were going through a tough period.
ASICS planned a second phase of the campaign in which Indian Table Tennis Star Manika Batra and Tennis Star Rohan Boppana both took part in an Instagram Live Session to tell their comeback tales.
The major purpose of the Comeback Stories initiative was to inspire and enlighten the general audience about professional athletes' hardships and victories. What it means to be competitive, how it pertains to today's environment, and how everyone, like any other athlete, must bounce back stronger and better.
When India, like the rest of the world was reeling under the pandemic, the ‘Comeback Series’ by ASICS was introduced to inspiring people to fight the odds and also further its mission of building strong mind in strong body.
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