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SHOES CREATE FUTURE INTERNATIONAL LIFESTYLE STUDIES 20.03.2012

Every step takes you further in life.

FOREWORD

We are six ambitious second year students, studying International Lifestyle Studies at Fontys University, Academy for Creative Industries in Tilburg, The Netherlands.

We have received an assignment for ASICS – a unique and leading sport brand – to create a concept to empower the brand of ASICS focussed on the Olympic Games of London 2012.

Through the method ‘’From trends to brands’’ by Hilde Roothart and ‘’This is Service Design Thinking’’ we have come to this rapport and to our final concept ‘SHOES CREATE FUTURES’ with the under line ‘’Every step takes you further in life’’.

We would like to thank first of all Marc Dinsbach, Digital Marketing Manager at ASICS Benelux for this opportunity to work for an inspiring brand like ASICS. We also would like to thank Hilde Roothart for teaching us the “From trend to brands” method and Erica Bol for her guidance and supervision during the entire process.

We hope you enjoy reading our concept and get inspired!

Thanks,

Janou BonnieMaartje DriesRenee van DrunenJanka van EmdenSteffie de KortValene Lontanga

PRODUCTS30 ... THE RUN32 ... WWW.2012CONNECTED.COM34 ... ASICS REPORTER FOR A DAY!

ATTACHMENTS39 ... FEASABILITY CONCEPT47 ... FEASABILITY THE RUN53 ... FEASABILITY WWW.2012CONNECTED.COM57 ... FEASABILITY ASICS REPORTER FOR A DAY!63 ... STORY BOARD

69 ... COLOFON71 ... LIST OF SOURCES

ASICS06 ... VALUES08 ... GOALS & SOCIAL INSIGHT

TRENDS11 ... HYPER LOCALIZATION12 ... CONNECTED

TARGET GROUPS17 ... UNLIMITED COMPETITORS19 ... SOCIAL EXERCIZERS21 ... EVERYONE ABLE OR DISABLE

CONCEPT25 ... SHOES CREATE FUTURE

INTRODUCTIONAnima Sana In Corpore Sano; Sound mind Sound body, that is the main vision of ASICS. ASICS profiles themselves as a technical prominent producer of sportswear and especially running shoes. ASICS wants to challenge their athletes to achieve the best possible results and accomplish their dreams, whether they are big or small.

Technology helps ASICS and their athletes to go forward, to go beyond limits. Creating the ultimate running shoe and a future of technological progress. This technology is an important selling point but has one disadvantage, the lack of emotional connection with ASICS. Off course, the true athletes, also known as unlimited competitors, are loyal to the ASICS brand. But we want to create a real connection between ASICS and their athletes.

During the research and analyses phase, we spotted trends on different levels; con-sumer trends, social trends and market trends. These trends are an essential part of our concept and make this concept legitimate. These trends; connected and hyper localisation, fit ASICS perfectly because they connect with the main values; techno-logical, innovative and supporting true sports.

We gained our information about ASICS during a lecture by Marc Dinsbach in the first week of the project. He told us about the ASICS brand, the target group and the main values of ASICS.

We also had lectures from Hilde Roothart about the method ‘From trends to brands’ and we used the Kapferer model to truly understand the meaning en values of ASICS. We also made use of the lectures about marketing, communication and service design by different teachers.

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The theoretical substantiation is established with the help of ‘Service Design Thinking’ and ‘From trends to brands’. For instance during the service safari. We gained information about ASICS, their products and their customers by using the tool shadowing and experienced the touch points, the moments of contact between ASICS and their customers.

In the first part of the research, we mainly used the book ‘from trends to brands’ to research the trends and really understand the true meaning of the brand ASICS. We have made a connection between the trends and brand values of ASICS to develop a concept that truly connects with the brand.

During the futuring and domaining proces of the project, we did a lot of desk research and this continued towards the next stage of the process; the concept development. The concept development started with a brainstorm session. This way, we gained some strong ideas that needed to be further developed.

Eventually, we created four concepts which we tested among the target group of ASICS. Thanks to this test and its outcomes we came to two final concepts. With the help of a feasibility analyses, we researched the feasibility of the concepts.

Now, we’re down to only one concept; Shoes create futures. This concept is all about exercising and sharing. We want everybody, able or disabled, to be challenged and to accomplish their goals. Just like the main goal of ASICS.

After we came down to one concept, we developed 3 products help to establish the concept. This way, the concept can be used everywhere in the world at all times.

This report contains our concept statement, feasibility analyses and our communication plan.

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ASICS is a technologic and innovative brand that

focuses on health, and the science that creates

a better quality of life. (1)

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GOALS

01. Challenging the audience/ target groups to move forward in terms of sport, wellbeing, improve their Quality of Life and create overall satisfaction .

02. Convey a message that connects the consumer on an emotional level to the ASICS brand and Olympic Games.

SOCIAL INSIGHT

Research by ASICS shows that the brand mainly communicates on a technical leveland misses the emotional connection towards the audience / target groups.

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TRENDS

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HYPERLOCALIZATION

Thanks to the mobile age people are easy to located because of the GPS systems that you can find in al-most every mobile device. This can be used by brands to inform people which events there are in the area.

As a brand you can see how many people are close to the event you organise, you can send advertisements, sell them tickets and give them directions how to reach the location of the event.

We use this trend for the empowerment of the ASICS brand because this trend fit with the technologic and innovative character the ASICS brand already has. Also this trend is great to use for the sport branch and is an easy way to get a lot of information about target groups and their whereabouts. We believe that hyper localisation is upcoming and that this trend will be used in a variety of branches and that the sport

branch is a pioneer when it comes to using new technology, look at nano technology or a websites like www.nsip.nl.

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CONNECTEDIn a society where individualism reigns, people are looking for new ways to connect with each other. For a brand it is important to connect with their customers. If you, as a brand, share the same values

with your customers and know what is important to them you connect with them and gain their loyalty towards your brand.

This trend helps ASICS to connect with their audience and important target groups like the unlimited competitors and the social exercisers. In a world where we have more contacts online and brand loyalty

needs to make place for cheaper prices it is important as a brand to re-connect with your target group. We want ASICS to connect with their most important target groups and connect the target groups to one

the most important events for ASICS, the Olympic Games.

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TARGET GROUPS

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UNLIMETED COMPETITORS

This group has been established within ASICS. People in this group are characterized by purposeful, motivation, ambition and individuality. In general this are male consumers with a younger than average age, between 25-30 years. They practice several sports, and their sports frequency is higher than average. Their profile is urban based and they live in the

upper social class. In addition, they are starters with a good educated background.

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SOCIALEXERCIZERS

This group has also been established within ASICS. These consumers areinterested in sports, and they find it important to being

social involved and live sustainable.

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EVERYONEABLE OR DISABLE

Everyone, able or disable is invited to inspire, sport and motivate.

Olympic / Paralympic Athletes They need to stay in shape all year long, need to be challenged to create new goals and improve performance.

They also would like to give something back to ASICS and the fans because they want to thank theim for their believe and empowerment during the Olympic and Paralympic Games.

Professional Athletes Want to be challenged and have a shot on unique opportunities like training on the highest level with the Olympic team.

They also like the opportunity to set new goals for themselves en achieve more than ever before. They like to inspire others.

Semi professional / amateur Athletes Want to conquer personal limitations, challenge themselves and get the best out of themselves. They like to achieve personal

records and accomplish higher levels. They want to show people that hard work pays off.

Non-AthletesThey want to improve their Quality of Life and get fitter. They need achievement to see results and they need to conquer personal limitations. Also to be motivated is important to this audience, they do not have the sport gen in their system.

They can introduce an audience that is not familiar with sports to the sport world.

The unknownThe main priority is motivating this audience and making them aware of the positive effect sport can have on their Quality of Life. Challenging them to take action and show them sport connects in multiple ways. They inspire Athletes of all levels that

sport is for everyone.

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CONCEPT

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Shoes keep you moving, they take you to new places and are a basic necessity of life.

They protect your feet and your mobility in life. They help accomplish goals, dreams and destinations for each of us.

The concept is created around the mission of ASICS: “Challenging people to accomplish their goals en realize their dreams”. (2)

With this concept ASICS challenges people to reach their goals, this also helps others to realize their dreams.

Shoes create future is a social sustainable concept on corporate level that connects ASICS with the world. (3)

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SHOES CREATE FUTUREEvery step takes you further in life.

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PRODUCTS

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THE RUNASICS wants to challenge their audience and give them the opportunity to accomplish their goals. The Run makes this possible. A run created by ASICS for everyone able or disable that wants to inspire, sport and motivate (themselves and others). The run has multiple distances the participants can choose from, so that makes it possible for everyone able or disable to participate.

For every finished competitor ASICS donates a pair shoes to under privileged children in third world countries. The distance winner from the run (both categories) get as price the opportunity to hand out the shoes to the children. They bring the shoes that bring the children further in life!

This product is divided in 2 stages:

Stage 1Amsterdam – September 16, 2012Finish: Amsterdam Olympic Stadium Distances: 5, 10, 15, 20kmAge categories : 6 to 16 years & 16 to 99 years Target area: Benelux

Stage 2Rio de Janeiro – 1st of August, 2016 Finish: Rio Olympic StadiumDistances: 5, 10, 15, 20kmAge categories: 6 to 16 years & 16 to 99 yearsTarget area: Global

Trends

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WWW.2012CONNECTED.COMA website created by ASICS that will be launched before the Olympic Games in London 2012. The visitors of the games can sign up to experience the connection that the games bring forward and can see for themselves what you can gain by sport.

The website is for 2 different groups:Group A: The Athlete (Amateur or Professional)Group B: The Non-Athlete

They sign up at the website and release information like:*Time period they stay in London during the games*Time preference (morning/ afternoon/ evening)*Sport and level (for the amateur or professional)*Location

If you, as a Non-Athlete, are interested in the sport and it is compatible with your preference (location, time and time period) you can contact the Athlete and set up a sport date. Other way around is also possible.

By connecting persons and let them make each other aware of what you can gain by sport this concept brings new connections and possibilities for the future. They increase their prospect on life.

The website can be connected to the existing website of ASICS www.my.asics.nl

Trends

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ASICS REPORTERFOR A DAY

During the Olympic Games ASICS introduces the reporter shoes. If you are the lucky one that receives a pair of ASICS reporter shoes, you are the special ASICS Olympic reporter for a day. You will get access to Olympic Games, press conferences and more special events.

At the end of the day you write a blog on www.olympicreporter.com and upload pictures and videos of your day. Every day a new reporter, every day a new future.

Trends

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ATTACHMENTS

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FEASABILITY CONCEPT

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CONCEPT FUNDAMENTALS

PlaceThis concept can take place anywhere in the world. Right now, it’s linked to the Olympics ’12, and London is a great location for this concept. In fact, any location will do for this concept. It’s not really about the location, but about the idea. Shoes take you further, anywhere you are, no matter who you are.

Products#1 The runASICS wants to challenge their audience and give them the opportunity to accomplish their goals. The run makes this possible. A run created by ASICS for everyone able or disabled that wants to inspire, sport and motivate (themselves and others). The run has multiple distances the participants can choose from so that everybody is able to participate.

#2 www.2012connect.comA website created by ASICS that launches before the Olympic games in London 2012. The visitors of the games can sign up to experi-ence the connection that the games bring forward and can see for themselves what you can gain by sport.The website can be connected to the existing website www.my.asics.nl

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SHOES CREATE FUTUREEVERY STEP TAKES YOU FURTHER IN LIFE.

Shoes keep you moving, they take you to new places and are a basic necessities of life. They protect your feet and your mobility in life. They help accomplish goals, dreams and destinations for each of us.

TrendCONNECTED

The website is for 2 different groups:Group A: The Athlete (Amateur or Professional)Group B: The Non-Athlete

They sign up at the website and release information like:*Time period they stay in London during the games*Time preference (morning/ afternoon/ evening)*Sport and level (for the amateur or professional)*Location

If you, as a Non-Athlete, are interested in the sport and it is compatible with your preference (location, time and time period) you can contact the Athlete and set up a sport date. Other way around is also possible.

By connecting persons and let them make each other aware of what you can gain by sport this concept brings new connections and possibilities for the future. They increase their prospect on life.

#3 ASICS reporter for a day.During the Olympic games ASICS introduces the reporter shoes. If you are the lucky one that receives a pair of ASICS reporter shoes you are the special ASICS Olympic reporter for a day. You will get access to Olympic games, press conferences and more special events. At the end of the day you write a blog on www.olympicreporter.com and upload pictures and videos of your day. Every day a new reporter, every day a new future.

Promotion1.Flyers, handed out at Runnersworld, Saint Pancras Station London, Amsterdam Central Station, Rotterdam Central station andat the ferry.2.Web banners at, asics.nl, asics.eu, myasics.nl, london2012.com, iamsterdam.com, 3.Goal mail box: Set up at Runnersworld, Saint Pancras Station London, Asics Stores4.Social Media: Facebook, Twitter, Foursquare, Instagram5.Television: AT5, NOS, Eurosport, Local London Television.6. Free Publicity: Newspapers, Blogs,

CostsThe costs depends on the product that will be chosen.

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Target groupsThe target group where this concept is based on are the Unlimited Competitors. This group has been established within Asics. People in this group are characterized by purposeful, motivation, ambition and individuality. In general this are male consumers with a younger than average age, between 25-30years. They practice several sports, and their sports frequency is higher than average. Their profile is urban based and they live in the upper social class. In addition, they are starters with a good educated background.

The concept is also based on another target group. This group involves everyone ableor disable, sports or non-sports types. Everyone is invited to inspire, sport and motivate;

Olympic / Paralympic Athletes They need to stay in shape all year long, need to be challenged to create new goals and improve performance. They also would like to give something back to ASICS and the fans because thanks to their believe the Olympic/ Paralympic Athletes feel empowered to achieve their goals.

Professional Athletes Want to be challenged and have a shot on unique opportunities like training on the highest level with the Olympic team. They also like the opportunity to set new goals for themselves en achieve more than ever before. They like to inspire others.

Semi professional / amateur Athletes Want to conquer personal limitations, challenge themselves and get the best out of themselves. They like to achieve personal records and accomplish higher levels. They want to show people that hard work pays off.

Non-AthletesThey want to improve their quality of life and get fitter. They need achievement to see results and they need to conquer personal limitations. Also to be motivated is important to this audience, they do not have the sport gen in their system. They can introduce an audience that is not familiar with sports to the sport world.

The unknownthe main priority is motivating this audience and making them aware of the positive effect sport can have on their Quality of life. Challenging them to take action and show them sport connects in multiple ways. They inspire Athletes of all levels that sport is for everyone.

ASICS is also focused on Social Exercisers within the corporate level. These consumers areinterested in sports, social involvement and they find it important to being social involved andlive sustainable. (4)

We believe that everybody can join our concept, young or old, able or disabled.The most important thing is to come further, at any standard

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Size of the target groupsThe Unlimited competitors comprise 19% of the total ASICS consumers. (this number is given by ASICS and is based on an internal investigation).

The corporate target group is comprehensive for the other 81% of the total ASICS consumers. (this number is also given by ASICS and is based on an internal investigation).

We believe that everybody can join this concept, young or old, able or disabled.

Equivalent initiativesBecause it’s a concept and not an actual product, there are no similar initiatives. The products that result from the concept are partial new products and partial existing products. For instance THE RUN, is a existing product but we tried to make it suit the con-cept as good as possible. Marathons and sports brands are a well known combination, but we want to make it more than just a run, it’s a way to the future.

Another product that’s a result of the concept is ‘reporter for a day’, this product ables supporters of the Olympics ’12 to become a real reporter for the Olympics and get the chance to witness Olympic matches. Again, this may be an existing product but in cooperation with the concept, it goes further than just reporting. It’s about experiencing new places and meeting new people.

Added valueLots of sports brands want to make their brand more loveable, and as a result of this, they create a lifestyle brand. ASICS don’t want to become a lifestyle brand, but want to stay true to themselves. They want to stay the pure sports brand they are. The concept ‘shoes create futures’ suits ASICS perfectly, just like the brand, the concept is very deployable. It’s just as technological and innovative as ASICS and it supports the feeling of giving everything you have give in sports.

Financial forecastFor more information about the costs, please take a look at the feasability studies of the products.

InnovationThis concept is innovative and original because it’s based on two important trends; connected and hyper localization. These two trends can be linked on the values of ASICS. Technology is one of the main values of ASICS and both trends fit these values.

This concept will change lives. Not dramatically, but enough to remember ASICS for the rest of your life. The feeling that ASICS has trust in you, no matter who you are or how sportive your are. Every step you take, brings you further in life.

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CONCEPT43

PartnershipRed CrossThis organization is always visible during major events. By making use of their services there are a large number of volunteers who are trained in medical/care support during the event.

GrantCity of AmsterdamThe City of Amsterdam can mean a lot for such a large cultural event. Consider the use of emergency services like police, fire brigade and medical personnel. They can also help in the promotion and logistics of the event. And they have also the possibility to provide grants for events in the city of Amsterdam.

Media campaign1. Flyers, handed out at Runnersworld, Amsterdam Central Station, Rotterdam Central station, in different citys etc.2. Web banners at, asics.nl, asics.eu, myasics.nl, iamsterdam.com, 3. Social Media: Facebook, Twitter, Foursquare, Instagram4. Television: AT5, NOS, Eurosport, Local London Television.5. Free Publicity: Newspapers, Blogs

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FEASABILITYPRODUCTS

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Needs and developments‘THE RUN’ is based on the trend connected. People want commitment in their lives. The feeling of being connected brings a sense of unity and security with it. When the consumer recognizes their own values in a brand, the earlier they will remain true to the brand. (5) (6)

Target groupsThe Unlimited Competitors are already affiliated with Asics. They are serious athletes who find it important to use good quality materials, so therefore they are willing to spend money on these supplies. ASICS creates a change for them to achieve their goals in sports. By this support Asics helps to achieve goals and dreams into reality. (7)

When ASICS is being associated with a charity, the Social Exercisers will follow. They are loyal to the ASICS brand because they share the same values. From that principle, the Unlimited Competitors are therefore more than willing to sincere a performance in return for the charity. Research has shown that for every donor who donates money from moral grounds, there are ten others who will donate too because as a human they feel the intuitive need to do this. (8)

Beside that ASICS will show with the support of a charity to their consumers that they give everyone the opportunity to achieve their goals and dreams. The Social Exercisers identify themselves with those people because they also got that change to remain their goals. So they are more than willing to do something back for those opportunities. (8)

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THE RUNAMSTERDAM, OLYMPIC STADIUMSEPTEMBER 16 - 2012

ASICS wants to challenge their audience and give them the opportunity to accomplish their goals. The Run makes this possible. A run created by ASICS for everyone able or disabled that wants to inspire, sport and motivate (themselves and others). The run has multiple distances the participants can choose from so that everybody is able to participate.

TrendsCONNECTED

Size of the target groupsThe Unlimited competitors comprise 19% of the total ASICS consumers. (This number is given by ASICS and is based on an internal investigation).

ASICS is also focused on Social Exercisers within the corporate level. These consumers are interested in sports, social involvement and they find it important to being social involved and live sustainable. (This target group is based on an internal investigation at ASICS).

The size of the other target group is difficult to determine, we hope that this concept reach as many people as possible. In addition, we assume that there min. 10.000 people getting involved during the running game.

CompetitionIn the Netherlands there are a lot of running marathons during the whole year. Most of them are related to a charity but with these events it is more about collect money for the charity instead of products. Beside that there are a lot of sports clubs and schools that organize this kind of events to earn money for their organization.

Tilburg Ten Miles (9)02 September 2012, Tilburg city.Starting permit €10,00Participants: 5000-7000Distances: 10 EM, 10 KM, 5KM, 1000 M, 500 M

Marathon Eindhoven (10)(as a step towards to European and World Championship)14 October 2012, Eindhoven cityParticipants: 17.000Distances: Marathon (42,195 KM), Business run (21,1 KM), ½ Marathon, Relay Marathon

ABN AMRO Marathon Rotterdam (11)15 April 2012, Rotterdam CityParticipants: 22.000Distances: Marathon (42,195 KM), 10 KM, 5KM, Kids Run (1 – 2,5 KM)

TCS Amsterdam Marathon (12)21 October 2012 Participants: 12.000Distances: Marathon (42,195 KM), ½ Marathon (21,1 KM), 8 KM, Kids Run (1 KM), City Run (6,5 KM)

Dam to Dam run (13)23 September 2012Participants: 40.000Distances: 10 ME, 4 ME, Ladies Run (6,4 KM), Kids Run (0,6 – 2,2 KM)

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Financial feasibilityFinancial forecastCosts: Running field, material organization costs, public relations, ASICS shoes and secretariat costs and fees.Yields: Participation fees (sponsoring, subsidy and business runs)

Financial CalculationCosts:It is difficult to give an exact indication of the costs. The organization of Tilburg Ten Miles has given an indication about the expected costs of organising a marathon. The predicted amount will be between one and two million euros this includes all the costs. (based on + - 21.000 participants.

For every participant that is finishing, will ASICS donate a pair of shoes to needy children. Those shoes can be old models that can be purchased at a bargain price or ASICS may hold a fundraiser to collect shoes.

PromotionWe already did some research about the media solutions. AT5 is the medium with the largest coverage in the region Amsterdam. More than 610.000 inhabitants of Amsterdam watch the broadcast of AT5. The website AT5.nl is monthly visited by 800,000 visitors and generates 5.5 million page views per month.

Television advertising campaignDuring 2 weeks, 5x spots per night except Saturday evening.12 days x 5 spots a €72,00 = €4.320,00www.at5.nl

Advertising posters2.500 posters, A2 format (42cm x 59,4cm) = €270,10www.drukland.nl/drukwerk/posters

Free publicityFree up the marathon www.dehardloopkrant.com (potential partner)www.atletiekunie.nl (potential partner)

Sending a press release to the media at home and abroad.

Social MediaCreate free accounts on different social media platforms.

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YieldsThe yields of this event will be arised from participation fees. It is important for the participant that the price of the participation fee is attractive, allowing as many people willing participate. After analysing the participation fees of the five competitions can we recommend that the price for these fees should be between €10,00 and €15,00 for adults (16-99 years), and €5,00 for children (6-16years).

During the implementing phase of this concept, may ASICS also generate costs from organizing a business run. That means that companies have the ability to lead teams of employees to enrol taking part in the run. The amount per enrolment can vary to a few hundred euros. Analysing other runs showed that the enthusiasm for these initials is large.

InvestmentASICS has to invest a lot of money for this event but by this they will create an event that can grow in the future and gain money. Connecting sponsors to this event can also spread the investment. There are different possibilities for collaboration partners.

SponsoringRed Bull“Red Bull gives you wings”, a slogan that fits well on the underlying ideas of the event, Shoes creates future. In addition, Red Bull is constantly discovering new talent and creating chances for young people to try new opportunities in their lives.

Spotify“Music keeps you moving”, Spotify opens doors for new artists and is progressive in their manner of music to offer consumers. Many runners like to listen music while running. Spotify is a perfect partner because it does not really focus on the sports market and so it can open doors for both parties.

RunnersWorldSports chain aimed at runners, besides shops they also manages online communities, journals and training programs. It is more than a commercial shop it is a community!

HeinekenThis is an original dutch brand from Amsterdam and they are the front runner in the field of beer brands. ASICS is also focused on the future what sports is concerned. Therefore this can be a very interesting collaboration.

Snickers.‘Firm appetite’. During running athletes consume much energy. To keep this in line it is important that they can complement this need. Snickers provide the athlete from fuel that is necessary to run and to achieve their goals, which are made possible by ASICS.

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PartnershipRed CrossThis organization is always visible during major events. By making use of their services there are a large number of volunteers who are trained in medical/care support during the event.

GrantCity of AmsterdamThe City of Amsterdam can mean a lot for such a large cultural event. Consider the use of emergency services like police, fire brigade and medical personnel. They can also help in the promotion and logistics of the event. And they have also the possibility to provide grants for events in the city of Amsterdam.

Media campaign1. Flyers, handed out at Runnersworld, Amsterdam Central Station, Rotterdam Central station, in different citys etc.2. Web banners at, asics.nl, asics.eu, myasics.nl, iamsterdam.com, 3. Social Media: Facebook, Twitter, Foursquare, Instagram4. Television: AT5, NOS, Eurosport, Local London Television.5. Free Publicity: Newspapers, Blogs

Time table media campaign52

Needs and developmentswww.2012connect.com is based on two trends, connected and hyper localisation. Sport is more than gaining a better quality of life it also contributes to the social capital of the world. Besides the connection people get through sports this concept also contains con-nection through mobile devices and the internet, hyper localisation. In 2012 there are almost 1.2 billion mobile Web users in the world (17% of the global population) and are responsible for 8,49% of the global website hits. (14) (15)

Target groupsThe Unlimited competitors comprise 19% of the total ASICS consumers. (this number is given by ASICS and is based on an internal investigation).


The size of the other target group is difficult to determine, we hope that this concept reach as many people as possible. In addition, we assume that there min. 2.000 will participate and sign up at www.2012connect.com

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WWW.2012CONNECTED.COMLONDON, OLYMPIC GAMES

A website created by ASICS that launches before the Olympic games in London 2012. The visitors of the games can sign up to experience the connection that the games bring forward and can see for themselves what you can gain by sport.

TrendsCONNECTED & HYPER LOCALIZATION

CompetitionThere are multiple sites that connect people through sports. None of them is explicit focussed on the Olympic Games.

www.be2.nlA dating website for sportive singles.

www.sport-buddies.comwww.findasportbuddy.co.ukwww.sportbuddy.comWebsites to encourage an active lifestyle and connects people.

Financial feasibilityFinancial forecastCosts: Website and promotion.Yields: None

Financial calculationCostsWebsite: Approximately €5.000 for a website with CMS. But perhaps this can be created within the ASICS team and connected to www.my.asics.com so the cost will be lower.

Promotion Advertising posters2.500 posters, A2 format (42cm x 59,4cm) = €270,10www.drukland.nl/drukwerk/posters

Flyers100.000 flyers, A6 format (1o5 x 148 mm), 250 gram duplex full colour = €1409,00http://www.drukland.nl/drukwerk/flyers-drukken.html

Free publicitywww.metro.co.uk (potential partner)

Sending a press release to the media at home and abroad.


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Yields-

InvestmentASICS does not have to invest more than €10.000 in this product.

Media campaign1. Handing out flyers how people can sign up to at www.2012connect.com . These will be handed out at Saint Pancras Station in London, Rotterdam Central Station (departure Thalys), Ferry from Duinkerken, Calais, Hoek van Holland and Oostende towards the United Kingdom. Also there will be posters at runnersworld & in the city of London.

2.Mobile application that make it easy to locate users of www.2012connect.com

3.Web banners and link to the website at asics.nl, asics.eu, asics.co.uk, myasics.nl,london2012.com

4. Twitter account and use of # so that the users can see what they are doing.

Time table media campaign

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Needs and developmentsNeeds and developments:ASICS reporter for a day! is based on two trends, connected and hyper localisation. Through this concept ASICS gives the visitor of the Olympic games the ultimate connection to sports, the games in general and the athletes. The reporter for a day will experience the game in a whole new way. Also the use of social media (hyper localisation)such as foursquare is extremely popular nowadays and makes sure that this concept connect to the target group that is between the age of 25 and 30 years. (16)

Target groupsThe Unlimited competitors comprise 19% of the total ASICS consumers. (this number is given by ASICS and is based on an internal investigation).


The size of the other target group is difficult to determine, we hope that this concept reach as many people as possible. In addition, we assume that there min. 2.000 will participate and sign up at www.2012connect.com

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ASICS REPORTER FOR A DAY!LONDON, OLYMPIC GAMES

During the Olympic Games ASICS introduces the reporter shoes. If you are the lucky one that receives a pair of ASICS reporter shoes you are the special ASICS Olympic reporter for a day. You will get access to Olympic Games, press conferences and more special events. At the end of the day you write a blog on www.olympicreporter.com and upload pictures and videos of your day.

Every day a new reporter, every day a new future.

TrendsCONNECTED & HYPER LOCALIZATION

CompetitionThere is no real competition for this product, it a unique product especially at the Olympic games.

Financial feasibilityFinancial forecastCosts: Shoes, Website, Tickets, CameraYields: None

Financial calculationCostsWebsite: Approximately €5.000 for a website with CMS. But perhaps this can be created within the ASICS team and connected to www.my.asics.com so the cost will be lower.

Flyers100.000 flyers, A6 format (1o5 x 148 mm), 250 gram duplex full colour = €1409,00http://www.drukland.nl/drukwerk/flyers-drukken.html

ShoesGel-Oberon 6 (w)(m) €79,95 X 17 days = €1359,15http://www.asics.nl/running/products/gel-oberon-women/http://www.asics.nl/running/products/gel-oberon-men/

CameraNikon (potential partner) Coolpix P310 = €288 (Optional x17 = €4896,-) www.nikon.com

TicketsFree because ASICS is main sponsor of the Dutch Team and other Athletes

PromotionFree publicitySending a press release to the media at home and abroad.


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Yields-

InvestmentASICS does not have to invest more than €10.000 in this product.

PartnersNikon can provide the camera’s that the reporters may use. www.nikon.com

Media campaign1. Handing out flyers how people can sign up to be a reporter for a day. These will be handed out at Saint Pancras Station in London, Rotterdam Central Station (departure Thalys), Ferry from Duinkerken, Calais, Hoek van Holland and Oostende towards the United Kingdom.2.Sing up possible through facebook page.3.Web banners and link to the website at asics.nl, asics.eu, asics.co.uk, myasics.nl,london2012.com4. Use of Foursquare, so people can see where the reports is during his/her day.5. Twitter account and use of # so that the reporter can keep in touch with the world the entire day.

Time table media campaign60

STORY BOARD

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COLOFONPRESIDENT: STEFFIE DE KORTDESIGN: MAARTJE DRIESPRESENTATION: VALENE LONTANGESTORYBOARD: JANKA VAN EMDENCONTRIBUTORS: JANOU BONNIE, MAARTJE DRIES, RENEE VAN DRUNEN, JANKA VAN EMDEN, STEFFIE DE KORT & VALENE LONTANGA.

ALL RIGHT RESERVED. NO PART OF THIS PUBLICATION MAY BE PRODUCED OR TRANSMITTED, IN ANY FORM OF BY ANY MEANS, ELECTRONIC, MECHNAICAL, PHOTOCOPYING, RECOORD-ING, OR OTHERWISE, WITHOUT THE PRIOR WRITTEN PERMISSION OF THE PROJECT GROUP.

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CLIENT: ASICS EUROPE BV., MARC DINSBACH

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LIST OF SOURCESWORLD WIDE WEB

(1) Answers.com (update 26 Augustus 2009). What is the mission statement of Asics? Consulted on 15 January 2012, http://wiki.answers.com/Q/What_is_the_mission_statement_of_Asics#ixzz0ys026cyE

(2) Asics.nl (update unknown). Asics en Right to play. Consulted on 8 January 2012, http://www.asics.nl/righttoplay/

(13) DAM TOT DAM RUN. Consulted on 07 March 2012,http://www.marathonrotterdam.nl/home]

(14) Delaney L. & Keaney E. (December 2005). Sport and Social capital in the United Kingdom: Statistical evidence from National and Inter-national Survey Data. Consulted on 12 March, http://www.ippr.org/uploadedFiles/research/projects/Arts_and_Culture/sport%20and%20social%20capital.pdf

(3) Hall, R. “Stop at never”. ING New York Marathon campaign. YouTube. Consulted on 10 March 2012, http://www.youtube.com/watch?v=8StgZoxXyWA

(11) ING MARATHON ROTTERDAM. Consulted on 07 March 2012, http://www.marathonrotterdam.nl/home

(10) MARATHON EINDHOVEN. Consulted on 07 March 2012, http://www.marathoneindhoven.nl/nl/Editie_2012?session=7kergrbu0jtkntv5un99mcsm55

(15) Mobithinking.com (update February 2012). Global mobile statistics 2012: all quality mobile marketing research, mobile Web stats, subscribers, ad revenue, usage & trends. Consulted on 8 march, http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats

(16) Stelzner M. (2009). Social Media Marketing Industry Report: How Marketers are Using Social Media to Grow Their Businesses. Con-sulted on 13 March, http://www.startupnation.com/business-articles/9457/1/social-media-network-marketing.htm

(12) TCS AMSTERDAM MARATHON. Consulted on 07 March 2012,http://tcsamsterdammarathon.nl/

(9) TILBURG TEN MILES. Consulted on 07 March 2012, http://www.wwav.nl/contentpage.aspx?guid=c9cf2dba-196c45b5-b945-5eef6b5a0c8e

(5) White T. The (Brand) Connected Consumer video. Ted Ex. YouTube. Consulted on 25 January 2012, www.tedxuiuc.com/TEDxUIUC/Talks_Tiffany_White.html

(8) WWAV MARKETING (unknown) WWAV KENNIS– geef motieven. Consulted on 25 January 2012, http://www.wwav.nl/contentpage.aspx?guid=c9cf2dba-196c-45b5-b945-5eef6b5a0c8e

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UNPUBLISHED MANUSCRIPTS

(6) Bonnie, J. (2012) FUTURE & DOMAINOVERVIEW ASICS – trends (p. 16) (Unpublished manuscript) seen on 25 January 2012. Fontys International Lifestyle Studies.

(4) Bonnie, J. (28 February 2012). SHOES CREATE FUTURES. (Unpublished manuscript). International Lifestyle Studies, Fontys, Tilburg. Seen on 9 March 2012.

(7) Drunen, van Renee (2012) FUTURE & DOMAINOVERVIEW ASICS – micro analyse (p. 5-6) (Unpublished manuscript) seen on 25 January 2012. Fontys International Lifestyle Studies

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