Masaaki Katsura, Brand Marketing Team Manager, ASICS Japan Corporation

2026.04.23

All employees, acting as ambassadors, speak about the true value of ASICS.

■ Profile
Joined ASICS Corporation in 2007, starting her career in the design and development of bags and accessories. Subsequently, she worked in the Tokyo 2020 Olympic and Paralympic Games Office, promoting the production of uniforms. In 2021, she transferred to ASICS Japan Corporation, where she was in charge of shoe merchandising (MD), and from 2024, she took charge of brand marketing.

Asics is a globally renowned sports brand known for its athletic shoes, sportswear, and other products. Beyond just high functionality, the company values the philosophy that physical activity fosters a positive mindset. This time, we spoke with Ms. Katsura, who is in charge of brand marketing in Japan, about her thoughts on brand building and the appeal of Asics.

I currently work in brand marketing at ASICS Japan. My main job is to communicate the appeal of the brand both internally and externally, and to promote a love for ASICS among more people. Specifically, I work on promoting brand understanding among employees and implementing communication strategies to deliver the brand's value to customers.
My reason for joining ASICS was my experience playing soccer in high school. Many of my teammates wore ASICS cleats in high school, and I remember being impressed by how highly they were regarded for their comfort. As I researched why this brand was so popular, I became drawn to the company's philosophy and approach to manufacturing. From high school onwards, I began to think, "I want to work for ASICS in the future," and I chose my university with that in mind.
After joining the company, I was assigned to the planning and development department, where I was in charge of designing accessories and bags. Later, I was involved in work related to the Tokyo 2020 Olympic and Paralympic Games, gaining experience in promoting uniform production and brand communication through sporting events. Furthermore, I also gained experience in shoe planning, and currently I am working in a brand marketing role.

■ Founding philosophy is the core of the brand

At the heart of the ASICS brand lies the founding philosophy, "A sound mind in a sound body." This philosophy posits that physical activity enriches not only the body but also the mind.
Many sports brands tend to focus on winning competitions and improving performance. However, ASICS goes beyond that, valuing enriching life itself through sports. When I learned about this philosophy during my student days, I found it to be a very attractive set of values for a sports brand.
Even in my current job, I constantly think about how to convey this founding philosophy to our customers. I believe that imagining the experience customers will have when using our products, and how that experience will make them feel, is crucial in brand building.

■Product development supported by human-centered science

One of ASICS' strengths is its Sports Engineering Research Institute in Kobe. Here, research is conducted on sports movements and body mechanics, and this data is utilized in product development. For example, the cushioning and fit of their shoes are designed based on scientific research findings. This accumulation of research results in the creation of highly functional products.
However, functionality isn't the only thing we value. We believe it's important for a brand to consider what kind of experience our customers have through our products and how that experience enriches their lives.

■ Experiential events that expand brand value

One of the initiatives we are currently focusing on is the "15:09 Project." Asics' global research has revealed that moving your body for approximately 15 minutes and 9 seconds per day may have a positive impact on your mental state. This project focuses on this "15 minutes and 9 seconds" timeframe and promotes easy and accessible ways to move your body.
In Japan, many people associate Asics with being a "brand for athletes," but we want to share the joy of physical activity with a wider audience. Therefore, we hold experiential events that are accessible not only to those who are athletic, but also to those who don't usually exercise. For example, from September 14th to 16th last year, we set up a running track in the Marunouchi district of Tokyo and held an event where children and adults alike could freely enjoy physical activity. Approximately 4000 people participated in this event, and many experienced the joy of physical activity.
Participants shared comments such as, "Running makes me feel more positive," and "I rediscovered the joy of physical activity." Through experiences like these, we hope to convey the values that ASICS cherishes to even more people. Brand building isn't something where results are immediately visible. We believe that by accumulating each initiative through trial and error, the value of the brand will gradually spread.

■ A brand created by all employees

A brand isn't built solely by the marketing department. The actions of every employee—from sales staff and retailers to back-office workers—shape the brand's image.
Therefore, we conduct workshops and training sessions within the company to share our brand philosophy. We believe that creating an environment where employees understand the same values and can confidently communicate them to customers will lead to the growth of the brand.
My role is to empower employees to speak for the brand. One of my goals for the future is to create an environment where every employee can act as an ambassador for ASICS.

■Message to university students

I hope you will cherish the experience of meeting and talking with people who have diverse values.
When you enter the workforce, you'll be working with people from diverse cultures and with different ways of thinking. Interacting with many different people and being exposed to different values while you're a student will be a great asset in the future.
When job hunting, don't just focus on a company's reputation and working conditions; also consider whether its philosophy and culture align with your own. Working is a significant part of your life. If you can work with colleagues who share your values, it will surely be a fulfilling experience.

Student Newspaper Online, May 10, 2026, Interview by Reina Inomoto, 1st year student at Kyoto University of the Arts

Reina Inomoto (1st year, Kyoto University of the Arts) / Waka Watanabe (3rd year, International Christian University) / Kisei Ishii (1st year, Musashino Art University) / Satsuki Sakakura (3rd year, Tokyo Metropolitan University) / Yurie Watanabe (2nd year, Josai International University)