The how

First-hand experiences, filtered through the lens of those on the front line.

In a world of data and AI, deep conversation and lived experience carry more meaning than ever. Building on foundational research, we drew first on the Common Ground network of Industry Insiders – the run club founders, creators, magazine editors and podcast hosts who are shaping the new trail.

One-to-one interviews surfaced universal trends and market-specific nuances. That differentiated insight was then tested with Gen Z and Millennial consumers across four countries and across a spectrum of running behaviours – from newcomers to ultras.

It’s an approach that uncovered unmet needs and desires – and how perceptions, experience, brand and naming shape not just the trail experience but product need.

The result

Insight that guides product development, brand and naming.

A deeper understanding of the EMEA trail runner alongside the opportunities for ASICS – including how expectations and experience influence naming and branding.

Insight that empowers global teams to develop products tailored to the new trail runner, helping ASICS go beyond surface needs and get closer to who they are, and who they hope to be.