Asics-Tata Mumbai Marathon Partnership: Driving Community Engagement

In a vibrant synergy of athleticism and corporate support, the Tata Mumbai Marathon 2024 stood as a testament to the power of partnership between renowned brands and the spirit of competitive sports. This event, annually uniting running enthusiasts from across the globe, garnered immense attention not only for its athletic prowess but also for the substantial backing it receives from leading sponsors.

As a frontrunner in this commitment to excellence, Asics, the official sports goods partner of the Tata Mumbai Marathon 2024, aligned itself with the ethos of promoting a healthy lifestyle, determination, and community engagement. The brand has been associated with the Tata Mumbai Marathon for around 15 years, beginning in 2008. The partnership began before Asics officially entered the Indian market in 2015. 

The brand’s collaboration this year went beyond a mere logo display; it symbolised a shared dedication to fostering a culture of fitness, resilience, and inclusivity.

On-ground Execution

Saurabh Sharma, Director - Marketing, Asics India pointed out that the brand showcased a robust on-ground activation strategy during the Tata Mumbai Marathon, leaving an indelible mark on the participants' overall experience. A pivotal component of its engagement was the organisation of a dynamic expo, attended by a staggering 59,000 participants. 

This expo, strategically synchronised with bib collection, provided a unique opportunity for runners to immerse themselves in the Asics product range, elevating their pre-race preparation. “Participants found the experience enriching as they interacted with our products, gaining valuable insights into performance-enhancing gear. Moreover, Asics thoughtfully placed small stages along the race route where impassioned speakers fueled the runners' motivation, urging them to persevere and uphold their spirit,” stated Sharma.

This multi-faceted approach ensured that ASICS not only showcased its cutting-edge products but also actively contributed to the runners' journey, making the Tata Mumbai Marathon an unforgettable and empowering experience for all involved.

Branding & Product Placement

Tata Mumbai Marathon is one of the most prestigious and sought after marathons not just in India, but globally as it enjoys participation from runners all across the world. “As the official sports goods partner to the Tata Mumbai Marathon for many years now, Asics does get prominent brand visibility across the length & breadth of the marathon – on-ground and online,” Sharma revealed.

Inspired by the dynamic energy of Mumbai city, Asics designed this race-day merchandise to inspire athletes and unearth their complete potential. “For the 2024 edition, we launched race day T-shirts with vibrant design that conveys a strong story of energy, persistence and passion for running. We also launched the Gel Kayano 30 Limited Edition shoes with Mumbai 2024 emblazoned on the side and with unique blend of colors like Electric Blue/Aquarium for Men and White Sun Coral for Women, to appeal both male and female runners.

These designs were inspired by the dynamic energy of this city and event. Our vision was to come up with a collection that empowers athletes at every skill level to unleash their complete potential. This collection is a testament to our dedication in fostering a commitment to help individuals achieve their athletic goals,” emphasised Sharma.

Connect & Engagement

Asics India’s objective behind investing in marathons goes beyond visibility and is about creating an emotional connection with the active community. Sharma explained, “Marathons such as Tata Mumbai Marathon, TCS Bengaluru and the upcoming Apollo Tyres New Delhi Marathon, provides an excellent touchpoint for us to engage directly with our target audience, understand their needs, and showcase the performance and comfort of our active wear and sports apparel. We get to showcase our products, including running shoes and apparel, in action during these events. 

By being an active part of these events, we hope to create lasting brand loyalty and foster a deeper relationship with the running community and sports enthusiasts at grassroots level.” 

Prior to the marathon, Asics had also set up Foot ID test at the Get Fit Expo in Mumbai for three days. Foot ID test is unique to Asics and helps runners/athletes assess which shoe is the best fit for them. This test mechanism uses static or dynamic methods of calculating the pronation of your feet. The advanced Static 3D Mapping System, analyses their foot using laser and micro cameras. It measures the foot length, forefoot width, ball girth, arch height and heel tilt, as well as analyses their gait cycle. Shoe then suggested matches their unique feet requirement.

Fulfilling Expectations  

“It is hard to set a benchmark when it comes to Tata Mumbai Marathon as our expectations have always been surpassed. This year, the marathon witnessed participation from over 60,000 runners from across the world, setting a new benchmark in India. This pedestal always gives us an opportunity to connect closely with our target audience and be equally inspired by the spirit of Mumbai, year on year,” exclaimed Sharma.

He added, “We are extremely proud of our association with the Tata Mumbai Marathon, the Procam family, and will aim to continue setting new standards every year with unique offerings and top-of-the-line event merchandise for the participants.”

Leveraging Experiential Marketing 

Asics strategically harnessed the power of experiential marketing to significantly enhance brand awareness and visibility at the Tata Mumbai Marathon. “One standout initiative involved the creation of an exclusive Asics corridor strategically positioned along the race route, allowing runners to immerse themselves in the brand journey. As participants passed through this dedicated space, they were enveloped in a uniquely curated experience, showcasing the essence of Asics,” specified Sharma.

The corridor served as more than just a physical presence; it became a dynamic platform for runners to engage with the brand on a personal level. He went on, “From interactive displays highlighting our product innovation to immersive brand storytelling, every element was meticulously designed to resonate with the runners, forging a memorable connection and elevating Asics' visibility amidst the vibrant energy of the marathon. This experiential approach not only heightened brand awareness but also left an enduring impression, fostering a deeper connection between Asics and the Tata Mumbai Marathon participants.”

Lessons Learnt

Tata Mumbai Marathon is instrumental in both defining and shaping the running culture in India over the past many years. The fact that this platform so organically and so beautifully brings together everyone – from world known athletes to those who are just embarking on their runner’s journey. Sharma elucidated, “This is because they all participate for the same and one reason only – their passion for running. The spirit of this marathon is ever inspiring. 

At Asics, we will strive to live up to the yardsticks that the participants create and aim to come back with double the rigor and enthusiasm as well as unique offerings to keep inspiring this community.”