Quick Note: Storytelling Framework

ACT 1: The Brief (orientation)

Key insights:

“Compelling Story” ≠ Marketing Fluff:

Required a narrative that felt authentic to ASICS’ DNA (innovation for athletes’ longevity) and culturally relevant (rising demand for women’s sports equity).

Elevating ASICS Meant Reclaiming Legacy

The brand’s technical prowess (e.g., Gel-Kayano) was overshadowed by Nike/Adidas’ “cool factor.” Thus: Tie innovation to human struggle.

Product Cohesion = Solving a Single Problem:

Focus on injury prevention/recovery, levering areas where ASICS already had credibility, and introduce novelty

So HOW to build a story around it?

Building a story starts with understanding the brand, its past, heritage, current stand and what it’s missing:

Looking at ASICS, we see a brand that is rich in heritage, and formerly a top dog in the footwear category, centered around uplifting morale through sports and fostering a ‘sound mind in a sound body’. Yet it has lost its popularity, and is now seen as more of a reliable brand, lacking the aspirational edge associated with high-performance sport.

Then you SIMPLIFY:

for us, it meant distilling the brand down to a short story, something in literature called flash fiction

Table of contents:

Quick Note: Storytelling Framework

ACT 1: The Brief (orientation)

Key insights:

So HOW to build a story around it?

Then you SIMPLIFY: