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MEDIA & MARKETING
Takes on Role of Official Clothes, Shoes Sponsor
Irvine-based Asics America Corp. now sponsors marathons on both coasts, thanks to a recent agreement for the upcoming Honda LA Marathon.
Asics, part of Japan-based Asics Corp., will be the official apparel and shoes sponsor at Los Angeles-based LA Marathon LLC's March event. The race is slated to begin at Dodger Stadium and end in Santa Monica.
The marathon gives Asics big brand exposure with some 25,000 runners expected to participate, as well as media coverage.
There's also the two-day Honda LA Marathon Expo, which will have 100 exhibitors, including Asics, marketing ? their athletic gear and I other products. The exposition, held at Dodger I Stadium, runs March 16-17 and serves as the ~ check-in point for marathon participants.
Asics has the option to make and sell event merchandise, which would be co-branded with the LA Marathon.
Asics also sponsors the New York City Marathon, along with races in Paris and Tokyo.
Asics ramped up marketing efforts last year as part of a series of strategies intended to help the company reach a $1...