Following ASICS’ annual Go To Market meeting in Amsterdam last week, Alistair Cameron – CEO of ASICS Europe – rounded off a big week for the company with a whistle stop tour of the UK’s key business media to discuss how marathons, and the running sector as whole, has become a multi-billion pound industry and a market which continues to grow.
Ahead of the London Marathon on Sunday 21st April – where around half of all runners taking part would be wearing ASICS footwear – Alistair Cameron flew into Manchester for a live interview on the BBC Breakfast sofa with business presenter Dominic Laurie. The pair covered a range of topics; including why the science and technology behind ASICS’ trainers means loyal customers keep coming back resulting in year-on-year growth for the performance sportswear brand.
With his live interview – broadcast to 1.8million breakfast viewers – successfully completed, Alistair headed to the ASICS’ flagship store on Oxford Street. This was the venue for two pre-recorded interviews with key business broadcasters.
Broadcast newswire Reuters and international broadcasting giant CNN both interviewed Alistair in-store as they looked to discover just how important the marathon business is for ASICS. Reuters distributed the footage to their 600+ broadcast and online clients resulting in further coverage across international broadcasters as well as online coverage with the likes of MSN and AOL.