ASICS Powers Digital Growth at a Global Scale

How the Sneaker Giant Leveraged Salsify and Salesforce To Scale Its DTC Footprint Successfully

About ASICS

For more than 70 years, ASICS has been designing and producing athletic shoes, apparel, and equipment. The brand’s founding philosophy of Sound Mind, Sound Body still drives its mission to bring the joy of all types of sports to people around the world. ASICS Digital, a subsidiary of ASICS Corporation, exists to build a world class omnichannel experience through consumer-centric mobile apps, ecommerce platforms, and technology experiences for the international brand.

The Challenge

Multiple Regions, One Global Brand

In 2017, ASICS Digital needed to drive ecommerce growth and catch up to other sneaker brands that were early digital adopters. The team decided to invest in ecommerce completely — as a competency, as a capability, and as a growth lever to increase market share.

At the time, ASICS operated many different systems to store and send data for more than 500,000 unique products across the globe, the most prominent business regions being Europe, Asia, North America, and Australia. While each region has different intricacies that need to be handled at a local level — from language to promotions to pricing — the ASICS Digital team wanted to ensure there was also one globalized template with a universal ecommerce architecture.

“We were trying to globalize things as much as possible, but also kept asking how we could improve the accuracy of the product data and the governance of it, with just enough flexibility when needed for each region.”

— Matt Pawlowski, Senior Integrations Specialist, ASICS Digital

The Solution

Salesforce and Salsify, Better Together

ASICS adopted a new digital strategy that included migrating to a new ecommerce platform, Salesforce Commerce Cloud, and connecting it to Salsify’s flexible, centralized source of product information management.

ASICS worked with Salsify to create a customized integration with Salesforce Commerce Cloud via Mulesoft to define a global product information management (PIM) and commerce ecosystem that delivers an engaging, digital experience, while also optimizing the company’s business processes.

“The initial Salesforce Commerce Cloud Connector with Salsify couldn't keep up with the number of custom fields we needed. Mulesoft was a great solution for the complexity we were managing and gave us the ability to rapidly expand across the globe. Salesforce and Salsify now work hand in hand at rapid fire to get our remaining regions live and up and running.”

— Matt Pawlowski, Senior Integrations Specialist, ASICS Digital

The Results

Personalized Digital Shelves, Efficient Global Operations

Over the next three years, the team went live with 67 channels and 1.26 million digital assets. The initial launch in Europe in the fall of 2017 began with 15 users in Salsify. Today, there are more than 200 ASICS team members using Salsify, with multiple Salsify-certified admins on the global support team. Each of the four major regions is supported on the Salesforce and Salsify architecture, with price books and inventory data coming from Salesforce and digital assets coming from ASICS Global digital asset management (DAM) system, Scene7.
 
Salsify’s flexibility and permission abilities, through Salesforce Commerce Cloud’s API approach, helped make ASICS’ regional websites unique and customizable. It also enabled corporate headquarters to take centralized, controlled power of the entire ecommerce offering.

"In just three years with Salsify and Salesforce, we were able to launch in all four of our major regions with a global PIM and commerce ecosystem that delivered an engaging digital experience. Now, we are on to the fun stuff, rolling out personalization for even better shopper experiences.”

— Matt Pawlowski, Senior Integrations Specialist, ASICS Digital

“We were trying to globalize things as much as possible, but also kept asking how we could improve the accuracy of the product data and the governance of it, with just enough flexibility when needed for each region.”

— Matt Pawlowski, Senior Integrations Specialist, ASICS Digital

“The initial Salesforce Commerce Cloud Connector with Salsify couldn't keep up with the number of custom fields we needed. Mulesoft was a great solution for the complexity we were managing and gave us the ability to rapidly expand across the globe. Salesforce and Salsify now work hand in hand at rapid fire to get our remaining regions live and up and running.”

— Matt Pawlowski, Senior Integrations Specialist, ASICS Digital

"In just three years with Salsify and Salesforce, we were able to launch in all four of our major regions with a global PIM and commerce ecosystem that delivered an engaging digital experience. Now, we are on to the fun stuff, rolling out personalization for even better shopper experiences.”

— Matt Pawlowski, Senior Integrations Specialist, ASICS Digital

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