ASICS is a multinational corporation, known for its high-quality sneakers and range of sportswear, operating under the principle "anima sana in corpore sano”, meaning a sound mind in a sound body. OneASICS is the global membership program supporting members to achieve their movement goals whilst building deeper brand connection.
Challenge
OneASICS operated inconsistently across regions with fragmented program designs, causing operational inefficiencies and inconsistent member experiences. The program lacked cohesive strategy, clear KPIs, and commercial rigour, making it difficult to measure ROI and optimise performance. Regional teams operated in silos with no unified governance framework, processes, or templates. Member communications were limited to email, with no omnichannel strategy. The program failed to differentiate from competitors or leverage ASICS' brand essence, particularly the "Sound Mind, Sound Body" philosophy. Additionally, the program struggled to deliver desirable, cost-efficient rewards and lacked non-transactional engagement opportunities to build emotional brand affinity. This resulted in declining NPS, active rates, and member satisfaction across regions.
Solution
Loyalty & Reward Co worked as a strategic partner across the full program lifecycle, commencing with a comprehensive global Audit phase covering program design, economics, operations, and governance. Loyalty & Reward Co conducted comprehensive stakeholder interviews across all regions, competitor analysis spanning 50+ programs, and global industry trend research. Key deliverables included a detailed unified global program design built on a redeemable currency model ("Moves") aligned to ASICS' brand essence, a prioritised implementation roadmap with phased regional rollout, comprehensive Member Lifecycle Management strategy, commercial modelling with ROI framework for ASICS Global and per region, and governance playbooks enabling regional flexibility within a global framework. Beyond contractual commitments, the team delivered additional strategic guidance, presentations and documentation as required.
Impact
The unified OneASICS program redesign successfully launched in UK and Europe, establishing a world-class foundation for global expansion. The program now operates with clear governance frameworks enabling consistency whilst allowing regional flexibility, eliminating operational silos and redundancies. The new program capitalises on ASICS' brand essence, differentiates competitively through "Reward for Movement", a non-transactional engagement mechanic tied to the brand philosophy, and creates compelling reasons for members to engage and unlock meaningful value. All regions have provided strategic endorsement of the unified design, positioning OneASICS for rollout to the remaining 30 million member goal by end of 2026. The comprehensive documentation, lifecycle strategy, commercial model, and governance playbooks enable regions to execute best-practice at scale.
