At the recent TCS World 10K in Bangalore, ASICS India used AI-powered cameras to track the shoe brands worn by runners, aiming to gauge its market position against rivals like Nike and Adidas. Saurabh Sharma, ASICS India’s marketing head, emphasizes the brand’s focus on serious runners and its continued crackdown on counterfeit products.
India’s running gear market is booming, projected to double from $2.4 billion in 2024 to $4.8 billion by 2033. ASICS, which sponsors major Indian marathons, aims to become the most worn running shoe brand in India by 2026 and plans to open 200 stores by next year.
Having entered India via Reliance Retail in 2010, ASICS has seen a shift in customer awareness, with runners now discussing shoe types, nutrition, and gait analysis—an in-store diagnostic tool the brand offers for free.
Despite its cricket affiliations, ASICS avoids IPL and TV ads, focusing instead on digital platforms and marathon expos. Ultimately, Sharma says, word of mouth remains the brand’s most powerful marketing tool.
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