Asics x Laguna Beach Run Club
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ASICS invited us to get closer to the US trail runner – by heading into the Orange County mountains with Laguna Beach Run Club to combine wear testing with consumer research.

A morning spent on the trails, testing prototype shoes and talking bounce, cushioning, stability, and community.

 

Afterwards, back at ASICS HQ, an in-depth focus group that dug deep into the unique appeal of Californian trail running – why they run trails, what pushes them forward, what brands keep them on their feet. Breakouts and activities, including a “build your dream shoe” session, favourite brands and vox pops, built on what we’d heard out on the trail.

Combined, it gave ASICS both product feedback and a meaningful snapshot of the US trail consumer – with findings that had immediate product development application.

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Magdalena Gassebner, ASICS Global Product – Trail