UP458 What's Sport Selling? Fitness, Toxicity and the Importance of the ASICS Message

This is episode two of a four part series called What’s Sport Selling, created in partnership with Redtorch, the research and creative agency that’s been at the heart of Olympic Sport for over 20 years. This conversation builds on the first episode, with guests Celine Del Genes of Decathlon and Emma Mason Zwiebler of the World Federation of the Sporting Goods Industry, in which we discussed the bridge between the elite professional performance side of the industry and the participation pyramid, the absence of a coherent sports lobby in to government and the implications of the global inactivity crisis.Referenced in this conversation was the work of ASICS. So we invited today’s guest, Gary Raucher, Global Head of Marketing and Executive Board Member at ASICS, to add to the debate.ASICS is the fourth largest athletic footwear brand in the world, with a share of the running market that sits above Nike and Adidas. They were praised by Jonny Murch, CEO of Redtorch, for their brand positioning and creative execution, which has played a major role in their recent financial success. The company has announced record sales and growth in every market. Listen here to Episode 1 of What's Sport Selling?Visit https://redtorch.sport/  Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry. To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartnerWe publish two podcasts each week, on Tuesday and Friday. These are deep conversations with smart people from inside and outside sport. Our entire back catalogue of 500 sports business conversations are available free of charge here. Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify and every podcast app. If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series and live events, you can reach us via the website.