Today I visit Asics' first brand store, which opened this week in the Ginza area of Tokyo.
More than just a shoe store, the company says it is seeking to facilitate a whole "running lifestyle". I am signed up as one of the first store "members," though I have not yet achieved blue or platinum membership, so I don't know if I can use the shower facilities or join the group training run.
Of course the evil empire, Nike, launched their own dedicated, destination retail outlet, "Nike Town" years ago - with its overwhelming, in-your-face, videos, loud music, signage, colorful lights, lots of Maria Sharapova and Lebron James. All Las Vegas style hype not really aimed at the serious athlete.
The Asics store on the other hand is an austere, stark space of brushed metal and bright white light, like a contemporary art museum, with running shoes displayed like precious pieces of modern art.
The curators, I mean sales staff, in their sharp black outfits, intently explain the product features with loving reverence. The whole process certainly reinforced my image of the Asics brand as a being technologically superior.
Yes,
ReplyDeletenike = sento
Asics = showers
Do yo think people will understand that one?
"Nike=sentos, Asics=showers"?
ReplyDeleteHmmmmmm. I am not sure if it will make people forget "Just do it".
But I can pitch it to my friends at Asics as a new tag line.
Well it's not marketing genius but it wasn't meant to be. It just reflects our collective (that being yours and mine) predisposition to Asics and the showers and away from nike and going to the sento.
ReplyDeleteaz, maybe the analogy works for you and Jay, but it breaks down for me and quite a few others. I prefer Asics to Nike (almost anything to Nike) and the sento to the shower. It sounds like you are equating the sento with something that is tecnologically inferior and attractive only for the image. That's just not true. The most you could say is that they both get the job done and so the cost of the sento is not justified. But just like with Asics over Nike, it is the way they get the job done. I'll take the clean, warm, soothing, convenient sento any day. And it is worth every yen.
ReplyDeleteSteve,
ReplyDeleteI agree with you. Many people like the sento and Nike. It is just kind of a running joke with Jay and myself. No insult meant toward the sento or the people who go there. In fact, I like it myself.
OK, no worries. I just wondered what the hell! Compare my beloved sento with bloody Nike??? ;-)
ReplyDeleteHave a great race on Sunday!