ASICS

Agile content creation with a global CMS

ASICS is one of the most recognized sportswear brands in the world. Headquartered in Kobe, Japan, the company markets its products in more than 18 languages, from Portuguese, to Chinese, Spanish, and Hindi. With a presence in 44 countries worldwide, ASICS runs a sophisticated marketing operation with global, regional and national operations.

Like many multinational companies, ASICS combines a strong core brand with content sensitive to local demand. To do that, the business used to run multiple CMS solutions, one for each region or country in which it has a presence. That made launching global campaigns a slow, inefficient and expensive process, as local teams worked separately to adapt content.

That’s why ASICS switched to a single global CMS created by The Plant. For more than a decade, ASICS marketing teams have been using the same CMS everywhere in the world, streamlining processes, reducing costs, and cutting campaign launch times from months to as little as a day.

Localized content in hours, not months

For multinational brands, preparing a global campaign is a major undertaking. Local teams work with agencies to adapt assets to territories. Specialized skills, from coding to design, are required at a local level, rapidly driving up costs. And in spite of the price, quality and consistency tends to suffer, due to the difficulty of managing multiple third-parties.

Because all ASICS teams use the same CMS, they can instantly share content across markets to launch campaigns at speed. For an ultra-fast rollout, marketers can use existing design assets and simply replace text. But teams can also create an online web page from scratch without technical skills. Using a page builder powered by QOR+ Content technology, teams simply pour content into pre-designed content containers, assembling fully branded ASICS pages within minutes. In just a few clicks, content can be instantly deployed to selected regions and manually adjusted.

To help teams use the CMS effectively, The Plant provides extensive documentation and video tutorials, as well as a dedicated support team active across all 44 ASICS markets.

In a collaboration going back more than a decade, The Plant team assists with everything from onboarding new users to creating deep customizations to meet local needs, such as the Frontrunner and Tennis Academy ambassador programs.

“The Plant team always quickly answers any issues and stays in contact during the whole process of the project. The team always answers in detail even if the topic is very complicated, and tries to find a better solution for necessary results.”

Anna Nikolaenko, Digital Marketing Specialist, ASICS Europe

Global brand, local content, maximum speed

ASICS reduced the cost of launching global campaigns, using a single CMS to share assets across markets and reducing the reliance on agencies. More team members can create and launch content without coding skills, using page builder. And with the potential for extensive customizations, ASICS are able to use the agile CMS as a foundation for future projects.

“The Plant is a great, highly professional, consumer oriented team that can always help with any problem that we have. Most importantly, they react quickly and I enjoy working with them. They are extremely friendly and experts in their work.”

Nikoleta Yankova, Digital Marketing Specialist