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 – those who are shaping the new trail – to surface both universal trends and market-specific nuances. That differentiated insight was then tested with consumers across Europe and across a spectrum of running behaviours.
Our approach revealed unmet desires – and how perceptions, experience, brand and naming shape not just the trail experience but product need.
“Getting closer to communities doesn’t just deliver insight. It helps us get closer to need and desire, and is the driver for product innovation.”
AJ Andrassy, CEO, ASICS Creation Center
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.
“It deepened our understanding of runners, informing future product development while ensuring that we show up authentically in the trail space.”
Magdalena Gassebner, ASICS Global Product – Trail