Berlin witnesses the launch of the ASICS Kayano 30: Exclusive interview with Gary Raucher

RUNNEA, Europe's leading running media with a presence in 5 countries, was invited by ASICS to the presentation of the Kayano 30 in Berlin.

Participants in the event included media from all European countries, influencers, content creators and athletes sponsored by ASICS.

During the event, we had the pleasure of speaking with Gary Raucher, who holds the position of Head of Product, Marketing, and Merchandising at ASICS EMEA. In general terms, he is in charge of overseeing marketing strategies, products and their merchandising in Europe, the Middle East and Africa. Since joining ASICS, he has driven the transformation and growth of the Japanese brand.

ASICS wins over runners with the quality of its running shoes, its equipment and its 'Anima sana in corpore sano' philosophy, which translates as 'Sound Mind, Sound Body'. In recent years, ASICS has launched the Mind Uplifter app, a project that seeks to investigate the benefits of running on the mental health of athletes.

Let's explore this more closely!

Lionel: 
How is the 'Sound Mind, Sound Body' philosophy reflected in ASICS' campaigns? Can you explain how the Mind Uplifter app works?

Gary: 
Sure, let's start with the Mind Uplifter app for runners. Before and after exercise, users follow the same steps. They hold their cell phone in front of them in selfie mode, and the app analyses their facial expression to detect subtle changes. In addition, they must answer questions about their level of anxiety or satisfaction before and after physical activity.

In this way, the app calculates the improvement in cognitive and emotional states. As for our communication campaigns, the app is just one of many elements. To embody our 'Sound Mind, Sound Body' philosophy, we emphasise the mental benefits of sport, not just the physical benefits.

Lionel:
So the app makes it possible to measure how much mental wellbeing is improved through sport, courtesy of ASICS?

Gary:
Exactly. We also conduct other research, such as our annual mood index, which identifies geographic areas and demographic groups in need of improvement. For example, the latest survey revealed a significant gender gap when it comes to sport, with women exercising less than men. To address this, we launched a campaign specifically for women named 'When she moves, she breathes.'

Lionel:
In your experience, how has digital media transformed the way ASICS connects with runners?

Gary:
Digital media has broken the linearity of traditional sales. At ASICS, we put the runner at the centre of all our processes. We are interested in how athletes interact with our brand and our products. The runner can start their journey online and make their purchase in a physical store, or vice versa. For example, we have changed the way we sponsor races. Before, we only focused on the weekend of the race. Now, the action starts from the moment someone registers for a race. We interact with the runner through apps like RunKeeper. This creates a digital ecosystem leading up to the physical event. By connecting the digital and physical experiences, we create a complete journey for our runners.

Lionel:
So, you are improving the runner's experience in both the digital and physical world.

Gary:
Yes, and we also use our database to invite people to participate in test events. Thanks to the digital world, we can invite individuals to have a physical experience and test our products in specific locations.

Lionel:
That's amazing, because it goes beyond just product promotion and focuses on community engagement.

Gary:
Exactly. At ASICS, we want to help people find their perfect trainer and provide a holistic experience. It's not just about the product, but also about understanding the different needs of consumers and developing products accordingly.

Lionel:
Can you explain how ASICS responds to the changing preferences of runners based on your experience?

Comfort is constantly considered the main criterion for all runners.

Gary:
Runners' preferences vary depending on their goals and level of experience. Comfort is consistently considered the main criterion for all runners. When developing our products, we take into account factors such as the type of running surface (road or trail) and whether people are looking for speed or endurance. Performance requirements differ for each type of runner.

Some may benefit from a carbon plate running shoe for better performance, while others simply want to feel faster. We seek innovation while understanding our audience, to develop products that are tailored to their specific needs. To facilitate the buying process, we have a 'trainer finder' device in physical stores and a specific tool on our website. This helps guide people to the right product based on their needs.

For example, if someone is a fan of the Nimbus, we wouldn't recommend the Kayano, as it might not suit their needs. We want to make sure that every runner finds their perfect trainer, regardless of their experience or location.

Lionel:
ASICS collaborates with elite athletes. How does this contribute to the authenticity of the brand and how does it resonate with consumers who may not follow these running influencers?

Gary:
Our collaboration with elite athletes goes beyond simple sponsorship. It's a true partnership where athletes test our products and provide feedback. Whether or not someone knows a particular athlete, having elite athletes contribute to the development of the products ensures their quality. Their participation benefits all runners. While social media exposure is a great advantage, it is not the only goal of these collaborations. Our athletes help us create the best possible products. Our products are suitable for elite athletes and, therefore, for recreational runners as well. Quality and performance are paramount, regardless of whether or not someone knows a particular athlete.

Event in Berlin, June 29, 2023: photos of the test device built into the shoe during the launch of the ASICS Gel Kayano 30