Sep 3, 2019
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Asics announces deal with KLM, launches special shoe

Sep 3, 2019

As part of its overall marketing approach, sports brand Asics has announced a partnership with KLM to enable the airline’s employees and frequent travellers “to discover the physical and mental benefits of running.”


The move taps into KLM’s Vitality programme and the partnership will give employees access to running events, training and the brand’s footwear and apparel, including the Asics KLM100 running shoe, a specially designed shoe to celebrate the airline’s centenary.

And the firm’s employees add up to a large number of potential Asics shoppers. The partnership will connect 30,000 KLM staff members to the brand’s services such as the Runkeeper  app and give them access to “technologically advanced footwear and apparel.” This includes that limited edition centenary shoe, which features Flytefoam Propel technology. It also features maps on the left and right insoles that together form a complete world map.

Asics invests heavily in marketing and as well as the high-profile major ad campaign it runs, other activities such as this are key in getting the message out about its products.

Alistair Cameron, who’s CEO of the company in the EMEA region, said: “KLM share our belief in the power of running to help us feel better. We want to get more people to experience the positive benefits of running to improve both physical and mental well-being. With KLM’s commitment to employee health and vitality and Asics’ running expertise, more people will feel the difference that running can make.”

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