

 ASICS offers a diverse range of sports bras designed for various activities such as
running, training, yoga, and more. These bras often feature moisture-wicking fabrics,
strategic ventilation, and supportive designs to cater to the needs of active individuals.

 ASICS will attempt to appeal to the United States and Canada market
segments where athleisure is most popular.
 ASICS incorporates technology and innovation into its apparel, including bras, to
enhance performance and comfort. This may include features like moisture
management, seamless construction, compression support, and breathable materials.

 ASICS Women's Racerback Sports Bra: Designed for high-impact activities like running
and HIIT workouts, featuring compression support and moisture-wicking fabric.
 ASICS Women's Seamless Sports Bra: Provides seamless comfort and moderate support
for activities like yoga and Pilates.
 ASICS Women's Training Bra: Designed for medium-impact workouts with adjustable
straps and breathable mesh panels.

 Price sensitive consumer limits market growth

Price sensitivity is common among customers, particularly in the sportswear market.

Sports bras, especially those of superior quality and design, can be rather expensive.
Cost-conscious consumers could choose less expensive alternatives, which might slow
the market expansion of high-end sports bra businesses. Thus, this is expected to be a
major restraining factor for the sports bra market growth over the forecast period.

 Asics faces stiff competition from major brands like Nike, Adidas, and Under Armour,
who have a wider brand presence and larger marketing budgets. However, Asics enjoys
a strong reputation for performance and support, particularly among serious runners.
 Retail landscape: Asics products are available online through their own website and
major retailers like Amazon, Dick's Sporting Goods, and Nordstrom Rack. They also have
a network of brick-and-mortar stores in select locations.
 Asics sports bras typically range from $40 to $80, positioning them slightly above
budget-friendly brands but below luxury options.
 Strategic promotions and sales: Asics offers seasonal sales, clearance events, and
targeted promotions to attract customers and compete with discounts offered by other
brands.
 Focus on value proposition: Marketing highlights the technical features, performance
benefits, and durability of Asics sports bras to justify their price point.
 Challenges and Opportunities:
 Increased competition from online retailers: Asics needs to adapt its online sales
strategy to compete with the convenience and price competitiveness of online retailers.
 Expanding into new markets: Asics has an opportunity to reach a wider audience by
diversifying its product offerings beyond running and catering to other fitness activities.
  Embracing sustainability: Consumers are increasingly conscious of sustainable practices.
Asics can further emphasize their sustainability efforts to attract environmentally
conscious buyers.
 Asics offers a loyalty program called OneASICS™ with tiered benefits, including free
shipping and early access to sales, specifically for US customers.
 The brand actively participates in community events and initiatives related to running
and fitness in the US, strengthening their connection with local markets.
 Focus on biomechanics and personalized fit: Asics incorporates research on
foot and body mechanics into their bra designs to provide optimal support and
reduce impact. Technologies like Dynawrap™ and FluidFit™ aim for a
personalized, adaptable fit.
 Moisture-wicking fabrics: Utilizes materials like DriLayer® and MotionDry® to
keep athletes cool and dry during exercise.
 Popular Asics Sports Bras: GEL-Kayano™ Bra, GEL-Nimbus™ Bra, GEL-
Noosa™ Tri Bra, Studio Seamless Bra
 Running clothing: Lightweight, breathable tops, bottoms, and tights designed
for comfort and performance during runs

Base Layers: Moisture-wicking compression shirts, tights, and sports bras offering
support and comfort.

Training Apparel: This category caters to various fitness activities beyond running and
likely includes:

Gym clothes: Breathable and flexible clothing for gym workouts, such as shorts,
leggings, and tank tops.

Yoga apparel: Comfortable and stretchy clothing for yoga practice, including leggings,
tops, and sports bras.

Cross-training clothes: Versatile pieces suitable for various workouts, offering a

balance of functionality and comfort .

Sportstyle Collection: This category focuses on casual and athleisure wear, likely
including:

o T-shirts and sweatshirts: Comfortable and stylish everyday wear with

the Asics brand logo.
o Joggers and sweatpants: Casual pants for relaxation or light activity.
o Hoodies and jackets: Versatile outerwear options for both style and
comfort.
Focus on Sports Bras:
 Supportive and Stylish: Asics sports bras, like the GEL-Kayano™ Bra and
GEL-Nimbus™ Bra, come in various support levels (low, medium, high, and
ultra high) to comfortably accommodate different activities and body types.
 Seamless construction minimizes chafing, while moisture-wicking
fabrics keep you cool and dry.
 Variety of designs and colors ensures you find the perfect combination
of function and style.