Paris Marathon: Asics, major partner and undisputed leader in the running market.

Paris Marathon: Asics, major partner and undisputed leader in the running market. 

                    

Asics and the Paris Marathon, a relationship that lasts. Panoramic
The sports equipment brand will once again be the major partner of the race. Eddy Ferhi, the France marketing director of Asics confides in Le Figaro.

Faced with Nike or Adidas, Asics could be the little thumb. However, the Japanese brand is a giant in the running market. In terms of market share, Asics is the leader in integral running with more than 30% in 2022. Once again and this since 2009, the brand with the famous acronym "Anima sana in corpore sano" will be the major partner of the event of the Paris Marathon whose race will start on Sunday 2 April. Eddy Ferhi, former high-level hockey player and marketing director of the Japanese brand in France, spoke about this giant of the running world .

Many services offered

It will be difficult for the tens of thousands of runners expected to miss Asics in the race. “ On this marathon, we will once again have a lot of action. First of all by upstream support with content created, in particular by Yohan Durand, Asics athlete and middle-distance specialist, who gives advice to runners in order to better understand the Marathon” . The brand is also a sponsor of young French athletes with high potential such as Louis Gilavert, French athlete specializing in the 3,000 m steeplechase, Félix Bour, 10 km specialist, Benoît Girondel, double winner of the Diagonale des Fous and the young world champion of Triathlon, Léo Bergère and the young Marie Goncalves.

If the athletes' platform is not yet known for the race, the services offered by the brand, before, during and after the race are well known. “ We set up testing events, in order to have them try and choose the product best suited to their stride. This is important because choosing the wrong equipment can disrupt practice. On the Marathon stand, we have a dozen podiatrists on site to give free advice to runners, analyze their strides and then choose the right type of product ,” explains Eddy Ferhi, marketing director for the Japanese brand in France.

Partner of the biggest marathons

 But the relationship between Asics and the Paris Marathon is not recent. And seemed inevitable between the brand and the event. “ For us, it was obvious and imperative to be associated with the biggest and most beautiful running event in France, which is often considered the best running event in the world since it takes place in Paris. This partnership flowed from source ” supports Ferhi. Moreover, the Japanese brand has many important partnerships such as with the Tokyo marathon, the Los Angeles and Hamburg marathons, but also the famous “ ASICS SaintéLyon” race.

To explain consumer loyalty to the sports equipment brand, Eddy Ferhi has several hypotheses. “ People recognize themselves in Asics. We have always been close to the runner with an important local work. In terms of state of mind, it's quite particular. We don't buy a pair of running shoes like we buy other types of products, we don't trust brands for the same reason. Proximity and reliability are very important ingredients for runners. Our brand is committed to offering innovation that brings something very concrete. We know that when you buy ASICS, you buy the best on the market, ” analyzes the marketing director of Asics France. Before adding:Well beyond records or medals, we try to meet all the needs and all types of consumers, even more in the current period. We work on our technologies, but we allow for balanced ranges at all levels. Whether they are Olympic medalists or even Sunday runners ”.

Last year, the event brought together nearly 45,000 runners. And this year, tens of thousands of participants are again expected for an original and thoughtful route . The runners will start from the mythical Champs-Élysées and will cross the most emblematic places of the capital such as the Louvre, the Opéra Garnier or the Bastille. After a tour of the Bois de Boulogne, they will also visit the Bois de Vincennes. Before the traditional finish on avenue Hoch.