Japanese sportswear brand Asics is targeting a new female clientele through a collaboration with Canadian singer Charlotte Cardin. The partnership features the EX89 model, a basketball-inspired sneaker with a unique design in white, blue, and brown accents. To promote this collaboration, Asics has launched a comprehensive marketing campaign, including a prominent display at Printemps Haussmann in Paris and a strong digital and social media presence.
The primary objective of this campaign is to enhance the appeal of Asics’ sportstyle products among female consumers. While this collaboration will be available across Europe, the campaign is strategically focused on the French market. France is considered a key market for Asics, with most of the brand’s new sneaker launches taking place there and half of its sportstyle sales originating from this region.
Asics has established a strong presence among male consumers across various segments, including retro-running, urban-trail, trail, and short styles. However, the brand aims to expand its market share among women. Currently, women represent 35% to 45% of the overall market, but they account for only 10% to 15% of Asics’ customer base. To address this gap, Asics introduced the Female Talent Program, targeting female consumers aged 18 to 35.
The collaboration with Charlotte Cardin is part of Asics’ strategy to offer more mainstream products, diversify its sneaker offerings, and gain market share from competitors such as Nike, Adidas, and Puma. By strengthening its appeal among different female customer groups and expanding its digital sales, Asics aims to surpass the 5% market share threshold in France.
This collaboration signifies a strategic move by Asics to attract a larger share of the female sneaker market and solidify its presence in the fashion-conscious segment.