Since its inception in 1956 Asics has been a trusted brand among athletes. Their technology lead approach to creating footwear has made them one of the most well trusted athletic shoe companies. Unfortunately, as athletic companies have scaled into more holistic lifestyle brands, Asics has been slow to scale their image. The following is an analysis of Asics as a brand, where it is now and a proposal as to how it could reposition itself while hanging on to its key qualities. To see the full process, follow the link below.