Asics runs with Inamoto & Co as innovation agency partner

Performance athletics brand Asics chooses Brooklyn's Inamoto & Co as its innovation agency partner / Francesco Gallarotti via Unsplash

Performance apparel brand Asics has selected the Rei Inamoto-helmed agency as its innovation partner, tasking it with creating breakthrough work in the brand's transition to fitness-as-a-service.

The Brooklyn-based agency had done project-based work for the footwear manufacturer in 2017. This year, Inamoto & Co has been asked to help with a digital experience for the London flagship store on Regent Street combining design, data and technology to create an emotional and useful connection with the brand. A digital billboard has taken real data from Runkeeper, the running app acquired by ASICS in 2016, and combined it with first-person video journeys running through the streets of London.

“ASICS is a storied brand that originated competitive sports shoes for athletes and individuals post World War II," said Inamoto in a statement, "In the decades since then, ASICS has continued to grow as a performance brand and also become a global leader in footwear innovation, manufacturing, and sports science. Inamoto & Co. is proud to work with ASICS to identify what’s next to grow its position in customer engagement and to continue its relevance and reputation for innovation towards 2020 and beyond. As we shift away from the age of storytelling-based marketing, brands need to start investing in building trust with their audience.”

Paul Miles, ASICS chief marketing officer, commented, “ASICS is committed to providing the best products and services for all kinds of fitness and lifestyle inspired by our athletic heritage. To deliver on that promise, we partner with companies that offer fresh perspectives to keep us innovating for the years to come. Inamoto & Co. has already proven itself as a strong partner, helping us think about customer engagement and experiences across channels. We’re looking forward to continuing our work together and sharing some initial projects in the coming months.”

Rem Reynolds, founder and partner of Inamoto & Co. added, “Inamoto & Co. is unique in our approach to client engagements: All of our engagements start before a brief is written. We work with senior leaders of brands to understand high-level goals and the challenges they have, helping them to identify the most important initiatives that will impact their businesses in the years to come. While each client is unique, what’s common to all is that these are companies that are looking for ways to provide the best-in-class customer experience online and off.”

Inamoto & Co. plans to share additional new projects with ASICS in early 2018. Launched in 2016, the agency has also won business from Sotheby's, Toyota, and Uniqlo.

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Bennett Bennett

Bennett D. Bennett is a staff writer at The Drum covering agencies, the media landscape, creativity and innovation. An NYC native, MAIP alum and City College of New York grad, Bennett previously was an award-winning copywriter at BBDO New York and lends his unique perspective and voice to The Drum's editorial staff. Previously a member of the Adcolor Advisory Board, he currently sits on the AAF's Mosaic Next-Generation Leadership Council and the 4As Steering Committee.

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