ASICS

From Global Giant to Local Hero: How Hyper-Local Relevancy Drove Regional Growth

1. The Objective

ASICS, a globally revered performance sportswear brand, aimed to deepen its connection with the Middle Eastern market. Despite high brand awareness, their global marketing assets weren't achieving the cultural resonance required to dominate a region that thrives on authenticity. The objective was clear: transform ASICS from a respected international name into a brand that felt native to the streets of Dubai, Riyadh, and Jeddah, driving both engagement and sales.

2. The Challenge & Insight

The core challenge was bridging the gap between a global brand identity and the nuanced expectations of a diverse local audience. Our research and AI-powered social listening confirmed a critical insight: Middle Eastern consumers don't just want to see products; they want to see themselves.

True connection isn't forged with translated ad copy. It's built on seeing familiar faces in recognizable places, speaking a shared language, and reflecting a collective lifestyle. The opportunity was not to reinvent ASICS's "A Sound Mind in a Sound Body" philosophy, but to re-tell it through a distinctly local lens.

3. The Esoteric Approach & Execution

We deployed a multi-faceted strategy focused on deep localization, powered by technology and cultural intelligence.

• AI-Driven Cultural Mapping: We used AI tools to analyze millions of regional data points from social media, identifying authentic fitness trends, undiscovered influencers, and visual styles resonating across the UAE, KSA, and Qatar. This allowed us to move beyond demographics and target psychographics.
• Hyper-Local Content Engine: We established a framework for "street-level" authenticity. This meant ditching the reliance on global assets and creating content from the ground up, featuring real local runners, athletes, and artists in iconic cityscapes they call home.
• Geo-Fenced Social & Search Strategy: Our campaigns were targeted not just by country, but by neighborhood. We ran ads featuring the Dubai Marina skyline for users in that area, and content reflecting Riyadh's unique urban energy for those in the Saudi capital, using local slang and cultural cues to drive connection.
• Launch of the "My City, My Run" Platform: We developed a user-generated content campaign that empowered local runners to share their favorite routes. This authentic content was then amplified across paid social, creating a powerful library of peer-to-peer endorsements.
• Culturally-Tuned Product Storytelling: For major launches like the GEL-KAYANO and NOVABLAST, we created full-funnel campaigns rooted in local stories. From Ramadan wellness tips to content on training in the summer heat, we positioned ASICS as a brand that truly understands the rhythm of life in the region.

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Results

Increased engagement
Localised content for all local markets
Uplift in brand awareness
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