My Time at ASICS: Managing Global Performance Products and Navigating Cultural Diversity

My journey at ASICS marked a significant milestone in my career. As Senior Product Manager for Core Performance Sports, I took on a broader set of responsibilities, managing everything from concepting and creation to marketing campaign storytelling for high-performance products. The role allowed me to expand my expertise, managing not only rugby and training products but also performance wear across Olympic sports and lifestyle lines. Working on some of the most iconic products in ASICS’ portfolio, I gained invaluable insight into sourcing, development, design, marketing, and global marketplace management.

A Step Up in Responsibility
When I moved into my role at ASICS, I transitioned from being a product manager at Canterbury of New Zealand to a senior product manager at a much larger, more globally focused organization. The step up came with more responsibility, overseeing a wider product range and handling more complex product development processes. I was tasked with ensuring product delivery across different categories, working closely with cross-functional teams to make sure products aligned with ASICS’ brand identity and met the needs of athletes and consumers worldwide.

Notable Projects and Achievements
One of the highlights of my time at ASICS was working on the 2019 Springboks Rugby World Cup jersey. This was a project that took two years to bring to life, and it involved collaborating with various teams and stakeholders, including the Sports Science Center in Japan and directly with the Springboks in South Africa. The project’s complexity was heightened by the need for high-performance apparel that could withstand the demands of world-class rugby while incorporating innovative materials and technology.

It was a rewarding project not only because of the product’s significance but also because it marked a milestone in cross-functional collaboration. My role required close coordination with design, sports science, and marketing teams, ensuring that the product would perform at the highest level and resonate with fans globally. The icing on the cake was watching the Springboks lift the world cup in a Jersey that i was responsible for producing, a very proud moment.

Broader Scope and Expanding Knowledge
During my time at ASICS, I took on a much broader scope than I had at previous companies. While at Canterbury, I focused on rugby-specific products, at ASICS, I expanded into multiple sports including Olympic events, male and female training apparel, and lifestyle product lines. This exposure gave me a comprehensive understanding of product development, from sourcing to sales and marketplace management.

Working with such a diverse product range meant that I had to learn how to adjust product lines to cater to different consumer needs and market expectations, ensuring every product line remained competitive in their respective markets.

Navigating Challenges in a Large Organization
One of the main challenges I faced at ASICS was navigating the complexities of a large organization with well-established processes. ASICS is a highly developed business, and with such a structured approach to product development, things can often take time. My biggest challenge was streamlining the product development process to get the right product into the hands of the sales teams as quickly as possible. As we know, in fast-moving industries, the ability to respond quickly to market shifts and consumer demands is crucial. I worked tirelessly to improve workflows, cut unnecessary delays, and ensure we remained competitive in key markets.

Cultural Adaptation and Team Collaboration
ASICS’ corporate culture is rooted in Japanese values, with a strong focus on respect, discipline, and consensus. While I appreciated the culture’s emphasis on respect and attention to detail, I also missed the dynamism and speed that characterized my experience at Nike. Still, I learned to adapt and respect the more formal nature of the workplace.

One of the biggest lessons at ASICS was learning how to collaborate across cultures. Managing different stakeholders from countries like Japan, Russia, and South Africa was a steep learning curve, but it helped me develop an understanding of how to navigate and manage cross-cultural teams. Being able to build relationships with colleagues and partners in different countries helped me refine my communication and leadership skills, enabling me to work effectively in a truly global environment.

Influencing Product Strategy and Innovation
At ASICS, I was central to refining product strategy and launch strategies. I played a key role in redefining product workflows and developed strategies for the 2018 Rugby collections. I was responsible for guiding the creation of products that not only met performance needs but also resonated with consumers on an emotional level. One of my key contributions was working on the seasonal make-up of EMEA training products, ensuring the right assortment of products was available at the right time to meet demand and boost sales.

Additionally, I was involved in crafting the launch strategy for rugby products, ensuring that products were timely and strategically positioned for maximum impact in the market.

How ASICS Prepared Me for Consulting
Looking back on my time at ASICS, I can confidently say that the experience was foundational in shaping how I approach my consulting work today. The role helped me develop a broader skill set that spans product strategy, marketing, sales, and cross-functional leadership. My experience with streamlining processes, managing international collaborations, and delivering products on a global scale has proved invaluable as I now work with brands to optimise their own product development and market strategies.

ASICS taught me how to balance innovation with discipline, how to work within a structured environment, and how to lead teams across cultural boundaries. These lessons have been crucial in building my approach to consultancy, where I focus on helping businesses deliver innovative products that resonate with consumers and generate measurable results.

Key Takeaways:
Broader Product Strategy: Managing a wider product range gave me a comprehensive understanding of performance wear, lifestyle products, and how to strategically position them for different markets.

Cross-Functional Collaboration: Working with diverse teams from design to marketing and sports science taught me the importance of effective communication and collaboration in bringing successful products to market.

Process Improvement: Learning how to navigate large company processes and streamline workflows taught me the importance of agility in business operations, which I now carry into my consultancy work.

Cultural Adaptation: Understanding and managing cross-cultural differences was a key lesson at ASICS, allowing me to work effectively with teams from around the globe.

Conclusion:
My time at ASICS significantly broadened my perspective on global product strategy, performance wear, and cross-functional leadership. The lessons I learned there continue to shape my approach to consultancy, and I’m excited to apply my expertise to help brands develop innovative products that resonate with consumers worldwide.