ASICS The footwear features a new
technology called fuzeGEL, a unique composition of regular midsole material and GEL, giving a lightweight feel and a smooth, comfortable ride from heel to toe. With excellent bounce back properties fuzeGEL propels runners forward and absorbs shock on impact. In addition to the full length fuzeGEL, fuzeX features an 8mm heel drop and moulded engineered mesh upper to give the runners support whilst retaining the overall lightweight feel. Focusing on specific technologies has
allowed the shoe a minimalist design. The upper features three-dimensional curves that reflect energy radiating smoothly along the foot as the heel hits the ground, giving it an individual look which will help runners stand out from the crowd. With the range of colour variations, runners have been enjoying wearing fuzeX when taking to the roads or training, but also in day-to-day wear. Linking in with the footwear ASICS also launched the fuzeX apparel collection for Spring / Summer 16, combining technical fabrics, with a soft touch feel and bold graphics. The lightweight fabrics allow young runners to perform at their best whilst protecting them from the elements. The versatility of this range, using layering and bright colours, offers them the opportunity to create their own style and look good in whatever sporting activity they are performing. The collection has proved very popular in store and online, whilst also being worn and shared by prominent health and fitness bloggers who represent a core way to reach the new generation. Particularly popular with women have been the Graphic 7/8 Tight, with a vibrant colour scheme and perfect for HIIT training or gentle running and the Layering Top with moulding cups that create a great shape and comfortable fit whatever the exercise. On the men’s side, the range has gone down very well with those training for sports with its mix of performance fabrics, sweat wicking properties and seamless technology. The new range has been a success
story for our retailers that partnered with ASICS on the launch. With the fuzeX styles being a new direction for ASICS retailers have enjoyed the fresh approach along with the vibrant window displays available.
Using neon lights to mirror the
electric visual on the advertising backdrops, the campaign has lit up many shop window and brought to life the campaign for retailers. To further support retailers throughout the season, online visuals and digital banners have been created and utilised by a variety of customers. To promote the new range to the end
customer, ASICS took over five key cities across the UK. Glasgow, Newcastle, Manchester, Dublin and Liverpool saw a large out of home marketing campaign centred around the University areas and key retailers. Key shopping sites saw digital takeovers and phone booths splashed around the city had the campaign proudly advertised. To coincide with the launch, ASICS
partnered with Spotify and created the ASICS Run Hub. Users could create a new playlist for a designated run around their City. The partnership tied in with the out of home advertising and opened up new routes and music to runners. This was seen as the perfect partner for ASICS to open up to the younger generation of runners. The range has proved to be a success with ASICS’ celebrity fans. Celebrities from the fashion world have met the styles with the same vigour as the athletic world, with professionals across Track & Field, into Netball, Tennis and Squash have fallen in love with the apparel. The items have also proved to be popular with celebrity fitness gurus like Ashley James and Rosie Fortesque. As ASICS moves forward there are going to be plenty more styles coming into the fuzeX range as the category grows and develops. ASICS does feel that this is a key demographic in the market and that fuzeX will be at the forefront of it. There are two new styles being brought to the range in July with more expected in the future as the fuzeX category becomes a key focus for ASICS and their retailers. To support retailers with the new
fuzeX range, ASICS has continued to develop their B2B website. The SS16 items are available online from now with new colour options available in June, where retailers can see real-time information on stock availability. Visit the ASICS B2B website today at
b2b.asicsonline.com.auk or see your ASICS representative for more details on 01925 243360.
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